{
  "version": 3,
  "sources": ["ssg:https://framerusercontent.com/modules/5t69QqMbCD7UbkxUbnO2/opv9yoy0HDyc3BQsZx0S/k8eb6OYNe-2.js"],
  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{Link as r}from\"framer\";import*as a from\"react\";export const richText=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"If you're not aware of the Nintendo's previous sales model, it was a pretty common one. Fixed bundles with pre-selected products would be offered at select times of the year to both loyal and new customers via all sorts of marketing channels.\"}),/*#__PURE__*/e(\"p\",{children:\"In Nintendo's case, this often resulted in offering a bundle that looked something like this:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,QeEy13hyFRb7pXWYDdQV5lAnd8.jpg\",\"data-framer-height\":\"864\",\"data-framer-width\":\"1600\",height:\"432\",src:\"https://framerusercontent.com/images/QeEy13hyFRb7pXWYDdQV5lAnd8.jpg\",srcSet:\"https://framerusercontent.com/images/QeEy13hyFRb7pXWYDdQV5lAnd8.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/QeEy13hyFRb7pXWYDdQV5lAnd8.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/QeEy13hyFRb7pXWYDdQV5lAnd8.jpg 1600w\",style:{aspectRatio:\"1600 / 864\"},width:\"800\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Look familiar? It's because Nintendo was using the same bundling methods in 2005 that we still use today.\"}),/*#__PURE__*/e(\"p\",{children:\"In DTC, bundle offers are often built by coupling products that are most likely to increase AOV, promote LTV, or get rid of discontinued products instead of being built from what really sells: solving the customer's problem.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Bundle Like a Boss\"})}),/*#__PURE__*/e(\"p\",{children:\"As someone who is obsessed with driving brand efficiency through human behavior, bad bundling drives me nuts. \uD83D\uDE02\"}),/*#__PURE__*/e(\"p\",{children:\"We often create offers that have no behavioral rhyme or reason to them. Products are in a bundle because we bundled them, not because it makes sense to bundle them.\"}),/*#__PURE__*/e(\"p\",{children:\"And this was the exact problem Nintendo was having.\"}),/*#__PURE__*/e(\"p\",{children:\"Before the strategic shift, Nintendo's fixed bundles had a notable drawback. The company noticed that many potential customers hesitated to make purchases when the contents of the fixed bundles did not align with their personal preferences (contrary to popular belief...not everyone wanted to play Tony Hawk \uD83D\uDE02.)\"}),/*#__PURE__*/e(\"p\",{children:\"As a result, customers frequently postponed their buying decision, in the hopes that a more appealing bundle would arrive in the future. This hesitation and reluctance had a negative impact on Nintendo's sales, limiting their revenue potential and hindering the overall growth of the business.\"}),/*#__PURE__*/e(\"p\",{children:'Seeking a solution to this challenge, Nintendo made a strategic shift and introduced \"Blended Bundles\".'}),/*#__PURE__*/e(\"p\",{children:\"This new approach allowed customers to choose between purchasing the entire bundle or buying each product within the bundle separately. Sounds strange, but having both options side by side helped create dynamic customer segmentation right on the landing page:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Customers who were price-conscious purchased the bundle at a discount and didn't mind getting a random game.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:\"Customers who wanted the console but not the bundled game got to buy the console and their preferred game separately.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,7dQtvDdsQ2UowGgIQDBOsSqzfZY.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"2000\",height:\"540\",src:\"https://framerusercontent.com/images/7dQtvDdsQ2UowGgIQDBOsSqzfZY.png\",srcSet:\"https://framerusercontent.com/images/7dQtvDdsQ2UowGgIQDBOsSqzfZY.png?scale-down-to=512 512w,https://framerusercontent.com/images/7dQtvDdsQ2UowGgIQDBOsSqzfZY.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/7dQtvDdsQ2UowGgIQDBOsSqzfZY.png 2000w\",style:{aspectRatio:\"2000 / 1080\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"There's some science as to why this works.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,yUi8Xmii7722QbbVCnzyfyfccC0.png\",\"data-framer-height\":\"1166\",\"data-framer-width\":\"1718\",height:\"583\",src:\"https://framerusercontent.com/images/yUi8Xmii7722QbbVCnzyfyfccC0.png\",srcSet:\"https://framerusercontent.com/images/yUi8Xmii7722QbbVCnzyfyfccC0.png?scale-down-to=512 512w,https://framerusercontent.com/images/yUi8Xmii7722QbbVCnzyfyfccC0.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/yUi8Xmii7722QbbVCnzyfyfccC0.png 1718w\",style:{aspectRatio:\"1718 / 1166\"},width:\"859\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"p\",{children:['\"Despite this, they found that Nintendo sold the most products when it offered a bundle option\u2014a video game console and a game sold together as one package - coupled with an option to buy each piece individually.\" - Forbes\u200B',/*#__PURE__*/e(r,{href:\"https://www.forbes.com/sites/hbsworkingknowledge/2013/01/18/product-bundling-is-a-smart-strategy-but-theres-a-catch/?sh=589edcb07a51\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\" (Read the full article here.)\"})})]}),/*#__PURE__*/e(\"p\",{children:'\"Negative synergy\" = customers didn\\'t like the products being bundled together. Random, confusing, complicated bundle product choices were literally turning customers off...and hurting sales.'}),/*#__PURE__*/e(\"p\",{children:\"At the end of the day, people want options that fit the problems they're looking to solve. They don't want to be stuck with pre-selected products that have no benefit to their everyday lives. By breaking free from the fixed model, Nintendo found a psychological sweet spot that helped them move thousands of units.\"}),/*#__PURE__*/e(\"p\",{children:\"It's the best of both worlds. And it's easy to copy!\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Build a Blended Bundle Model:\"})}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Mix and Match: Look for products that complement each other behaviorally: like PB&J. \"}),\"Don't bundle products according to their business value - bundle them according to the way your customers use them, need them, and want them.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Sweeten the Deal: Your offer doesn't have to make logical sense, it just needs to be believable. \"}),\"Your customers aren't doing the mental math as often as you think they are, so price your bundle in a way that makes the deal believable.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Break the Ice: Get to know your customers inside out.\"}),\" What products do they love? How are they currently using them? Understanding how your customers are using your products will help you create bundles that are not just beneficial...it'll make them essential.\"]})})]})]});export const richText1=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Cheaper, faster, and more effective ads? It all comes down to the science...\"}),/*#__PURE__*/e(\"p\",{children:\"Once upon a time, advertising was a simple game of broadcasting messages to the masses. Companies would craft clever slogans and eye-catching visuals then blast them to print, radio, and television. Customers would respond by going to their nearest department store and buying.\"}),/*#__PURE__*/e(\"p\",{children:\"That was the Broadcast Era, and it lasted from the late 1950s until the early 1980s/1990s.\"}),/*#__PURE__*/e(\"p\",{children:\"But then the internet arrived.\"}),/*#__PURE__*/e(\"p\",{children:\"And customers gained something they'd never had before...they gained a voice.\"}),/*#__PURE__*/e(\"p\",{children:\"Customers were no longer just passive recipients of a one-sided advertising relationship; they had options. They had opinions. And they began to do more than just interact with the brands they shopped with - they started to talk back.\"}),/*#__PURE__*/e(\"p\",{children:\"Brands had to adapt. The next few marketing Eras were transformational:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The Engagement Era required brands to start leveraging email, social media, and interactive websites\"}),\" for a two-way conversation that allowed customers to be more in control of the outcome of their shopping experience.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Next came the Content Era, where brands became publishers creating blogs, videos, podcasts, and entire social media teams\"}),\" to help educate customers and add value to the market.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"We've now entered into the Participation Era.\"}),\" Customers don't just want to be engaged or educated - they want to be active co-creators in the brand experience.\"]}),/*#__PURE__*/e(\"p\",{children:\"The most innovative brands in the world tap into this desire for collaboration to help make their ads cheaper, faster, and more effective.\"}),/*#__PURE__*/e(\"p\",{children:\"Today I want to show you how you can do it too...\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Brain-Driven Advertising Framework: How to Persuade Consumers at Every Step\"})}),/*#__PURE__*/e(\"p\",{children:\"Effective advertising requires us to tap into the underlying psychology of how consumers actually think, feel and make decisions.\"}),/*#__PURE__*/e(\"p\",{children:\"Aligning your advertising to the psychological needs of your consumers pre-optimizes your ads for maximum persuasive impact...no matter where your customers are in their journey.\"}),/*#__PURE__*/e(\"p\",{children:\"The Consumer Decision Nexus is a framework I use with my DTC consulting clients.\"}),/*#__PURE__*/e(\"p\",{children:\"It helps me outline the key strategies to deploy at each stage of the consumer decision process (and is grounded in proven psychology principles and heuristics).\"}),/*#__PURE__*/e(\"p\",{children:\"Here's how it works:\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Trigger Event\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,b2s4ayYqtJLHV9b2D0S5aGTrHtA.jpg\",\"data-framer-height\":\"640\",\"data-framer-width\":\"970\",height:\"320\",src:\"https://framerusercontent.com/images/b2s4ayYqtJLHV9b2D0S5aGTrHtA.jpg\",srcSet:\"https://framerusercontent.com/images/b2s4ayYqtJLHV9b2D0S5aGTrHtA.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/b2s4ayYqtJLHV9b2D0S5aGTrHtA.jpg 970w\",style:{aspectRatio:\"970 / 640\"},width:\"485\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Identify Catalyst Moments\"})}),/*#__PURE__*/e(\"p\",{children:\"Every journey starts with a reason to go down that path (a Trigger Event). Anything that sparks a search for resources could be considered a Trigger Event:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Life transitions (like getting married, buying a puppy, or moving).\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Seasonal changes (like Christmas, summer, an election, or BFCM).\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"Pain Points\" (like feeling uncomfortably squished in your clothes every day)...'})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The best ads to run during the Trigger Event phase are ads that speak to the first time your customer felt most uncomfortable:\"})}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Life Event Ads\"}),' (e.g. \"Calling all new parents...\" ads, \"Moving again?\" ads).']})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Seasonal Ads\"}),' (e.g. \"Spring Cleaning Tips\" ads, \"Back to School Hacks\" ads).']})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Pain Point Ads\"}),' (e.g. \"Problem/Solution\" ads, \"Frustration\" ads).']})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Reminder Ads\"}),' (e.g. \"Didn\\'t You Miss Me?\" retargeting ads).']})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Thought Leadership Content\"}),' (e.g. \"How-To\" guides, \"Expert Opinion\" content).']})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Run These Ads Year-Round\"})}),/*#__PURE__*/e(\"p\",{children:\"No joke - you need to be running these ads all year long, rotating your Trigger Event so you'll always be at the forefront of people's minds. Increasing ad frequency (using the Mere Exposure Effect) around these trigger events will also help boost your brand's \\\"mental availability\\\" so your customers know who to go to when the need arises.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Exploration\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Provide Educational (and Relatable) Content\"})}),/*#__PURE__*/e(\"p\",{children:'It\\'s common to see Trigger Events in ads these days (most marketers understand how to generate a good \"angle\")...but I\\'d put money on \"Exploration\" ads being the most prevalent ads on the market.'}),/*#__PURE__*/e(\"p\",{children:\"It makes sense when you think about it - once a consumer's need or interest is piqued by a Trigger Event ad, it's natural to start exploring your options. It's even more natural for brands to notice this and want to engage with it.\"}),/*#__PURE__*/e(\"p\",{children:\"This is a critical phase where brands need to educate customers, differentiate themselves, and build consideration through persuasive, entertaining, and (most importantly) relatable ads.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The best ads to run during the Exploration phase are ads that show a clear difference between you and the rest of your market:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Product Tutorials \"}),'(e.g. \"See How It Works\" video ads).']})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"Us vs Them\" Ads '}),\"(Directly comparing your advantages).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"In Their Words\" Ads'}),\" (Highlighting customer testimonials/reviews).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"FAQ\" Ads'}),\" (Addressing common objections/questions).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"Trying Out the Viral [product]\" Ads'}),\" (Offering free trials/samples).\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Run These Ads Year-Round\"})}),/*#__PURE__*/e(\"p\",{children:\"While your competitors go after all the low-hanging fruit (effectively shrinking their own market) you'll be preparing for more than just this year's influx of customers - you'll be prepping for the next five years of customers by running Exploration ads throughout the year.\"}),/*#__PURE__*/e(\"p\",{children:\"Running Exploration ads that position your product as the only solution year round makes it easy for your customers to remember you, and only you. Utilize Cognitive Fluency here (the ease with which information can be processed and understood by the human mind). We're talking:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Simple language.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Clear visuals.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Repetition.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Clear beats clever every time. Make your messaging easy to process and understand, and you'll captivate the masses with ease.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Evaluation\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Facilitate (Transparent) Comparisons\"})}),/*#__PURE__*/e(\"p\",{children:\"The Exploration phase is where marketers shine and customers are acquired, but it's also the phase where customers are actively engaging with all the other brands in the market too. Which means they're highly engaged, but poorly attached.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"This is where Evaluation ads come into play. The best ads to run when customers are in the Evaluation phase are:\"})}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Large-Scale Social Proof Ads\"}),\" (Multiple customer testimonials in a row).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"Success Story\" Ads'}),\" (Highlighting case studies/results).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"As Seen On\" Ads'}),\" (Leveraging expert reviews/media mentions).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"Value\" Ads'}),\" (Breaking down pricing/costs transparently).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"Risk-Free\" Ads'}),\" (Emphasizing guarantees/return policies).\"]})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/t(\"strong\",{children:[\"Run These Ads Year-Round\",/*#__PURE__*/e(\"br\",{}),\"\u200B\"]}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"You can help your customers shorten their consideration phase by (you guessed it)...running these ads year-round! The Distinction Bias (the psychological tendency for people to view and evaluate things as more distinct and different from one another than they actually are) makes it easier to stand out from the crowd...as long as you can ethically present a real differentiator.\"]}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Purchase\"})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/t(\"strong\",{children:[\"Offer Incentives, Reduce Friction\",/*#__PURE__*/e(\"br\",{}),\"\u200B\"]}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"Providing that final nudge with a limited-time promotion, a free trial, or a discount is often the go-to ad for most brands - but I would caution you against using this as your primary strategy.\"]}),/*#__PURE__*/e(\"p\",{children:\"Customers have spent time and energy attaching their identity to your brand (by making their way through a Trigger Event, Exploration, and Evaluation phase). The best thing you can do during the final Purchase phase is to increase the perceived value of your products and confirm their decision to stick with you...not just default to a quick discount.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The best ads to run during the Purchase phase are:\"})}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"Limited Quantity\" Ads'}),\" (Creating scarcity with limited promotions).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"Behavior Reminder\" Ads'}),' (\"You loved this look\" reminder).']})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"Complete the Set\" Ads'}),\" (Promoting complementary add-ons).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"Tap to Buy\" Ads'}),\" (Seamless, integrated purchasing experience).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'\"Join the Club\" Ads'}),\" (Highlighting loyalty/rewards programs).\"]})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/t(\"strong\",{children:[\"Run these ads...year-round!\",/*#__PURE__*/e(\"br\",{}),\"\u200B\"]}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"Once again, I suggest you keep a good stock of these ads in your account throughout the year. Make it easy for your customers to complete their transaction, and be sure to use the Zeigarnik Effect (the tendency for incomplete tasks to be better remembered than completed tasks) to help customers attain closure.\"]}),/*#__PURE__*/e(\"p\",{children:\"The quicker you can remove barriers to complete the purchase process, the faster they'll convert.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"TLDR; Running a wide range of ads (year-round) that are purpose-built and psychologically-primed to capitalize on the natural Trigger Event, Exploration, Evaluation, and Purchasing behaviors of your customers is the best way to make sure your ads are pre-optimized for performance.\"})})]});export const richText2=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:'How often do you find yourself tapping into \"scarcity\" in your ads? Is it a once a week, only when you\\'re running a sale, or do you use it on the daily?'}),/*#__PURE__*/e(\"p\",{children:\"If I were to venture a guess, I'd say that many of us incorporate a dash of scarcity into our paid strategy quite frequently - most often in the form of a \\\"limited-time offer\\\" (an offer that's gonna run for as long as it's performing...\uD83D\uDE02).\"}),/*#__PURE__*/e(\"p\",{children:\"We gotta drive action from our audience somehow right?\"}),/*#__PURE__*/e(\"p\",{children:\"It's true, people do buy when they feel pressured (especially if there's a time or quantity limit). We use scarcity in our advertising...because scarcity works. As my colleague The Ad Professor would say:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,WFvsNG1ractK2CnLi05he2aYU.png\",\"data-framer-height\":\"120\",\"data-framer-width\":\"598\",height:\"60\",src:\"https://framerusercontent.com/images/WFvsNG1ractK2CnLi05he2aYU.png\",srcSet:\"https://framerusercontent.com/images/WFvsNG1ractK2CnLi05he2aYU.png?scale-down-to=512 512w,https://framerusercontent.com/images/WFvsNG1ractK2CnLi05he2aYU.png 598w\",style:{aspectRatio:\"598 / 120\"},width:\"299\"}),/*#__PURE__*/e(\"p\",{children:\"(If you're not following the Ad Professor, I highly suggest you do.)\"}),/*#__PURE__*/t(\"p\",{children:[\"But I was listening to a podcast with \",/*#__PURE__*/e(r,{href:\"https://www.twopct.com/the-joe-rogan-jordan-harbinger-interviews/\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Joe Rogan and Michael Easter\"})}),\" this week, and they laid out the truth about how real-time scarcity works on a neurological level. And what they said was a bit terrifying...\"]}),/*#__PURE__*/e(\"h2\",{children:\"Real Scarcity is Terrifying\"}),/*#__PURE__*/e(\"p\",{children:\"How do we know when something is scarce?\"}),/*#__PURE__*/e(\"p\",{children:'As marketers, we frequently fabricate what we might call \"faux scarcity,\" where we sell the notion that something is scarce when, in reality...it\\'s not. (I mean, sure, displaying a \"low stock\" banner on our products might reflect a genuine scarcity situation, but more often than not it\\'s just a motivational tool.)'}),/*#__PURE__*/e(\"p\",{children:\"Simply adding a countdown timer to your website doesn't necessarily drive people to make purchases. It's the feeling that the timer creates that's doing all the work.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Real scarcity lies within the mind. \uD83E\uDDE0\"})}),/*#__PURE__*/e(\"p\",{children:\"Resource gathering is a deeply ingrained subconscious program, and encountering scarce resources alerts our subconscious that resources are dwindling rapidly and we need to hurry up and grab what we can before it's gone. It's a built-in safety mechanism.\"}),/*#__PURE__*/e(\"p\",{children:\"But invoking scarcity within the mind is not just about slapping artificial limits on stuff...it's way more interesting than that.\"}),/*#__PURE__*/e(\"p\",{children:\"A well-timed scarcity message keeps us glued to the screen, waiting to see if more resources will become available...like a slot machine.\"}),/*#__PURE__*/e(\"p\",{children:'According to Rogan and Easter, slot machines are one of the only places on earth you can experience true scarcity, because they use 3 key elements to evoke this \"scarce\" feeling: opportunity, unpredictable rewards, and quick repeatability.'}),/*#__PURE__*/e(\"p\",{children:\"(Gamblers experience scarcity in real-time as they shove quarter after quarter into slot machines, with some machines averaging 16 games per minute. \uD83E\uDD2F)\"}),/*#__PURE__*/e(\"p\",{children:\"Here's how these 3 elements work together to drive behavior:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Opportunity:\"}),' Picture this - you stumble upon a mystery offer for your favorite cookie brand. As far as your brain is concerned, this never happens (or so it seems), and that feeling of excitement - the chance to grab something special before it\\'s gone - creates a sense of \"now or never\" that gets your heart racing and your fingers clicking. Even better if the ad hides the offer - i.e. \"Which discount will you get? Click and see!\"',/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Unpredictable Rewards: \"}),\"Next comes the mystery offer on the other side of the ad. If the brand did its job right, the offers on this side won't be static - they'll rotate. Which means you never know which offer you're gonna get. Finding a 3-for-1 the first time, a BOGO sale the next, and a flash sale the third time is highly dopamine-inducing for the brain.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Quick Repeatability:\"}),\" Now, imagine this scenario: on the lander there's a \\\"refresh\\\" button that allows you to get a new offer (that expires within 45 seconds) with just the click of a button. Now you're refreshing the page over and over. This fast-paced and easily repeatable behavior means you never have a chance to get bored, so you keep clicking and adding to cart...just in case the offer goes away.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Now you're hooked.\"}),/*#__PURE__*/e(\"p\",{children:\"And here's the scary part: the \\\"gamblers\\\" behavior isn't just confined to slot machines and ads...\"}),/*#__PURE__*/e(\"h2\",{children:\"How to Use Real-Time Scarcity in Branding\"}),/*#__PURE__*/e(\"p\",{children:\"I've never seen a better use case for this style of scarcity than Tinder.\"}),/*#__PURE__*/e(\"p\",{children:'The limited matches per day, time-limited chats, and exclusive features for premium subscribers tap in to that \"limited resource\" mindset and give users a way to gamify their search for a partner:'}),/*#__PURE__*/e(\"p\",{children:\"Limited matches = opportunity. Users know that when they log in to Tinder, they'll have a finite number of potential connections, which makes each match feel more valuable. It's like being at a speed-dating event where you only have a few minutes to make a connection before moving on to the next person.\"}),/*#__PURE__*/e(\"p\",{children:\"Time-limited chats = unpredictable rewards. When users know they only have a short window of time to chat with someone, they're more likely to prioritize that conversation over others. It creates a sense of urgency to make the most of the limited time available, with the hope that a connection will be made.\"}),/*#__PURE__*/t(\"p\",{children:[\"Swipe right = quick repeatability. While the odds within the app might seem a bit negative (\",/*#__PURE__*/e(r,{href:\"https://gitnux.org/tinder-match-statistics/\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"only 0.5% of men who use the app will be matched with someone who has potential.\"})}),\" That's out of 20 billion matches per day. What's the stats for women? Not sure, I'm still looking for data on that...) it seems the natural uncertainty of finding a match is outweighed by the fun of swiping through potential partners.\"]}),/*#__PURE__*/e(\"p\",{children:\"So the cycle continues, and that's why Tinder is the king of generating real scarcity. \uD83D\uDC51\"}),/*#__PURE__*/e(\"p\",{children:\"All these tactics play into the psychology of their customer's deepest desires, making users feel like they need to act fast before the opportunity of finding the love of their life slips away.\"}),/*#__PURE__*/e(\"p\",{children:\"Overall, real-time scarcity tactics in branding leverage the same psychological principles that make slot machines so addictive.\"}),/*#__PURE__*/e(\"p\",{children:\"By creating a sense of limited availability and unpredictability, brands can capture and maintain users' attention, driving engagement and conversions in the process.\"}),/*#__PURE__*/e(\"h2\",{children:\"Here's how to generate real scarcity in your ads:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Create an opportunity\"}),\". This is pretty self-explanatory, but the first step is to create an opportunity for your customers to get what they deeply desire by creating an ad that shows them what they could have (or do, or be, depending on your product or service.)\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Make the rewards unpredictable. \"}),\"Instead of offering a 1:1 exchange (you give us money, we give you what you want), gamify it. Send them to a landing page that allows them to either choose from 3 different offers, or add a button so they can refresh and get a new offer that might be better than the old one. If you really want to make this addicting, stagger the rewards - offer nothing, 50% off, 2-for-1, then nothing, etc.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Keep them engaged, make them repeat it.\"}),\" Once they've added the reward (your product) to their cart, ask them if they'd like access to hidden rewards that are just for customers who added to cart. Then keep the process going...\"]})})]}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"TLDR:\"})}),/*#__PURE__*/e(\"p\",{children:'The brands that use real scarcity by providing opportunity, unpredictable rewards, and repeatable action are playing much bigger than the brands who choose to create \"faux scarcity.\" Those are the brands who will grab attention, and keep it.'})]});export const richText3=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"According to \",/*#__PURE__*/e(r,{href:\"https://www.similarweb.com/app/google-play/com.ea.game.pvz2_na/statistics/\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Similar Web\"})}),\", there's a longstanding iOS/Android game on the market that currently ranks:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-text-color\":\"rgb(14, 26, 37)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"12th in its category in Canada\u2026\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-text-color\":\"rgb(14, 26, 37)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"27th in its category in the US\u2026\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-text-color\":\"rgb(14, 26, 37)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"And has over 675,490 reviews (with a 4.2 average star rating).\"})})]}),/*#__PURE__*/e(\"p\",{children:\"This game has been around for an entire decade. \u200BThat's 10 straight years of longevity for the brand with millions of people accessing the game across the globe.\"}),/*#__PURE__*/e(\"p\",{children:\"In game land, this is an absolute miracle. The average lifespan for mobile games is just under 3 months and most users churn within the first 3 days. So how did this brand manage to captivate the globe and get their customers addicted to their product for 10 years straight?\"}),/*#__PURE__*/e(\"p\",{children:\"Here's how PopCap Games managed to turn casual mobile game players into sunflower-slinging, pea-shooting addicts.\"}),/*#__PURE__*/e(\"h2\",{children:\"Unlocking the Key to Addiction\"}),/*#__PURE__*/e(\"p\",{children:\"In 2013, PopCap Games orchestrated an epic strategy for the second rendition of their breakout mobile game, Plants vs. Zombies 2. This well-loved game ingeniously combined strategy, action, and humor, making it an instant hit. But what truly set the new PvZ2 drop apart was its approach to in-game rewards.\"}),/*#__PURE__*/e(\"p\",{children:\"At the time, most game developers were using a price model that capitalized on in-app game purchases.\"}),/*#__PURE__*/e(\"p\",{children:\"Upper levels were gated by a paywall. Players literally had to pay to win.\"}),/*#__PURE__*/e(\"p\",{children:\"But PopCap was smart...\"}),/*#__PURE__*/e(\"p\",{children:\"Instead of following the conventional route of in-app purchases to generate revenue, the creators employed a different tactic that kept players:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-text-color\":\"rgb(14, 26, 37)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"Engaged in the app (leading to higher usage and longer game play.)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-text-color\":\"rgb(14, 26, 37)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"Committed to the game (increasing WOM, and creating a cultural movement.)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"12px\",\"--framer-text-color\":\"rgb(14, 26, 37)\",\"--framer-text-decoration\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"Eager to play more (making it almost impossible for players to churn or switch brands.)\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"Riding the Dopamine Rollercoaster\"}),/*#__PURE__*/e(\"p\",{children:'To do this, PopCap used something called \"intermittent reinforcement\" to get players hooked fast.'}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,I0z8WAmqKez238tRZjEGOpxC7U.png\",\"data-framer-height\":\"864\",\"data-framer-width\":\"1600\",height:\"432\",src:\"https://framerusercontent.com/images/I0z8WAmqKez238tRZjEGOpxC7U.png\",srcSet:\"https://framerusercontent.com/images/I0z8WAmqKez238tRZjEGOpxC7U.png?scale-down-to=512 512w,https://framerusercontent.com/images/I0z8WAmqKez238tRZjEGOpxC7U.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/I0z8WAmqKez238tRZjEGOpxC7U.png 1600w\",style:{aspectRatio:\"1600 / 864\"},width:\"800\"}),/*#__PURE__*/e(\"p\",{children:\"Intermittent reinforcement involves sporadically delivering rewards following a behavior, often leading to prolonged and persistent responses.\"}),/*#__PURE__*/e(\"p\",{children:\"While most games awarded points every time a player completed a level, PvZ2 utilized randomly generated access keys that players could receive after beating certain levels or opponents.\"}),/*#__PURE__*/e(\"p\",{children:\"But these access keys weren't just ordinary rewards; they were potent tools of intermittent reinforcement.\"}),/*#__PURE__*/e(\"p\",{children:\"Each time a player defeated a level or opponent, there was a chance of obtaining one of these coveted keys. The unpredictability of reward created a rollercoaster of emotions, inducing a sense of excitement, anticipation, and possibly some minor frustration in players.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Will the next round yield the elusive key?\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Or will the thrill continue to build? \uD83E\uDD29\"})})]}),/*#__PURE__*/e(\"p\",{children:\"This effect is so powerful, research says it can effectively boost retention behavior:\"}),/*#__PURE__*/t(\"p\",{children:[\"A \",/*#__PURE__*/e(r,{href:\"https://www.researchgate.net/publication/46478781_Intermittent_Reinforcement_and_the_Persistence_of_Behavior_Experimental_Evidence#:~:text=Overall%2C%20intermittent%20reinforcement%20leads%20to,stops%20or%20decrease%20effort%20dramatically.\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"study \"})}),\"done by Research Gate backs this up, saying:\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,wfKyMhWZoRNFZY6UTNOv0zId10o.png\",\"data-framer-height\":\"1176\",\"data-framer-width\":\"1728\",height:\"588\",src:\"https://framerusercontent.com/images/wfKyMhWZoRNFZY6UTNOv0zId10o.png\",srcSet:\"https://framerusercontent.com/images/wfKyMhWZoRNFZY6UTNOv0zId10o.png?scale-down-to=512 512w,https://framerusercontent.com/images/wfKyMhWZoRNFZY6UTNOv0zId10o.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/wfKyMhWZoRNFZY6UTNOv0zId10o.png 1728w\",style:{aspectRatio:\"1728 / 1176\"},width:\"864\"}),/*#__PURE__*/e(\"p\",{children:\"The randomness of the access keys meant that players couldn't predict when they'd get their next dopamine-induced reward hit. It's the same principle that keeps us hooked on slot machines, social media feeds, and yes, even a game where you kill zombies with plants.\"}),/*#__PURE__*/e(\"h2\",{children:\"Beyond Addiction: The Psychology of Achievement\"}),/*#__PURE__*/t(\"p\",{children:[\"It\u2019s worth noting that this phenomenon isn\u2019t new. Humans are naturally drawn to challenges and the satisfaction of achievement. Out of the 9 different emotional motivators customers use to make purchasing decisions (more on this soon), Achievement is a powerful one.\",/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"By setting up the keys as rewards for overcoming levels or opponents, Plants vs. Zombies tapped into this aspect of human psychology. Players weren't just chasing random rewards; they were pursuing a sense of accomplishment, of overcoming hurdles and progressing through the game.\"]}),/*#__PURE__*/e(\"p\",{children:\"That's psychology for the win.\"}),/*#__PURE__*/e(\"h2\",{children:\"How to Use Intermittent Rewards for Your Brand:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Choose a reward that people want.\"}),\" This goes without saying (hopefully) but the closer your reward can get to your customer\u2019s biggest desire, the better the effect will work.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Set the stage. \"}),\"Once you\u2019ve chosen the reward, set it to trigger randomly and - here\u2019s the kicker - don\u2019t tell anyone it\u2019s a thing. Customers should find the reward randomly and without warning for the effect to work.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Give customers a reason to come back for more.\"}),\" Once you have a customer hooked, give them a reason to come back and play again by altering the reward every few weeks.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"(An example you can test this week: setup a secret landing page that only opens (triggers) with your highest-priced bundle. Offer a free product, free guide, or free gift on this page, but only run it for 2 weeks. Then change the trigger and reward for the next 2 weeks. Rinse and repeat.)\"})]});export const richText4=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"My mother-in-law is a serious gardener. She's a plant whisperer, the walking embodiment of a \\\"green thumb\\\". She's constantly outside digging in the dirt (which our kids love), but being out in the sun as much as she is, the girl has to wear sunscreen like it's her job. Which she hates.\"}),/*#__PURE__*/t(\"p\",{children:['Last week she came home wearing something I\\'ve never seen before - an \"Omni-Shade UPV Sun Protective Shirt\" from ',/*#__PURE__*/e(r,{href:\"https://www.columbia.com/c/uv-protective-clothing/\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Columbia\"})}),\", which she bought for $45 from our local REI.\"]}),/*#__PURE__*/e(\"p\",{children:\"Being a marketer, I immediately thought, \\\"Pfft. Please. That's just good marketing, this can't be real. Poor woman just wasted $45 on good marketing.\\\"\"}),/*#__PURE__*/e(\"p\",{children:\"But as it turns out...UPV protective clothing is a real thing. \uD83E\uDD2F\"}),/*#__PURE__*/t(\"p\",{children:['According to the Skin Cancer Foundation, \"Ultraviolet Protection Factor (UPF) indicates how much ',/*#__PURE__*/e(r,{href:\"https://www.skincancer.org/risk-factors/uv-radiation/\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"UV radiation \"})}),'(both UVB and UVA) a fabric allows to reach your skin. For example, a UPF 50 fabric blocks 98% of the sun\u2019s rays and allows two percent (1/50th) to penetrate, thus reducing your exposure risk significantly.\"']}),/*#__PURE__*/e(\"p\",{children:\"I was intrigued, so I decided to dig further. What I found might have you rethinking everything you know about marketing...\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,9Bfn0vigGsZmED3bDdgsAOeH8jw.png\",\"data-framer-height\":\"864\",\"data-framer-width\":\"1600\",height:\"432\",src:\"https://framerusercontent.com/images/9Bfn0vigGsZmED3bDdgsAOeH8jw.png\",srcSet:\"https://framerusercontent.com/images/9Bfn0vigGsZmED3bDdgsAOeH8jw.png?scale-down-to=512 512w,https://framerusercontent.com/images/9Bfn0vigGsZmED3bDdgsAOeH8jw.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/9Bfn0vigGsZmED3bDdgsAOeH8jw.png 1600w\",style:{aspectRatio:\"1600 / 864\"},width:\"800\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Get People to Think You're Cooler Than Everyone Else\"})}),/*#__PURE__*/e(\"p\",{children:\"Columbia has been synonymous with exceptional outdoor gear for decades. They're a heavy hitter in the outdoor clothing market, pocketing $3.5B in revenue in 2022. But just like any successful brand in a rapidly growing, highly competitive market, they need the same thing we all do: cheap attention - and lots of it.\"}),/*#__PURE__*/e(\"p\",{children:\"Recognizing the need to differentiate their products and generate a unique perception in the minds of their customers, Columbia embarked on a journey to create an elevated, exclusive image specifically for their UPV apparel.\"}),/*#__PURE__*/e(\"p\",{children:\"The challenge was to help customers feel like they were getting more than what was currently available on the market. Their competition already had several options available to customers:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Walmart sold a generic UPV shirt at $15.99\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Target sold a generic UPV shirt at $22.99\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Even REI sold a generic UPV shirt for $29.95\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Columbia knew they had the brand equity to charge elevated prices, but they wanted to ensure their brand would never be compared to any other brand on the market...\"}),/*#__PURE__*/e(\"p\",{children:\"So they carved an incredible niche through a clever use of one very powerful heuristic (mental shortcut) called the Framing Effect.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The 'Framing Effect' is a psychological concept that explores how the presentation of information can significantly impact whether we decide to buy, or decide to bounce.\"}),\"\u200D\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,vDOAnggkD5eOfhDQzZWKa571I.png\",\"data-framer-height\":\"900\",\"data-framer-width\":\"1722\",height:\"450\",src:\"https://framerusercontent.com/images/vDOAnggkD5eOfhDQzZWKa571I.png\",srcSet:\"https://framerusercontent.com/images/vDOAnggkD5eOfhDQzZWKa571I.png?scale-down-to=512 512w,https://framerusercontent.com/images/vDOAnggkD5eOfhDQzZWKa571I.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/vDOAnggkD5eOfhDQzZWKa571I.png 1722w\",style:{aspectRatio:\"1722 / 900\"},width:\"861\"}),/*#__PURE__*/e(\"p\",{children:\"And Columbia knew just what to say.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Birth of the Omni-Shade\u2122 Brand\"})}),/*#__PURE__*/e(\"p\",{children:\"Instead of using a generic name for their UPV products that would restrict their USP to just sun protection, they created their own unique selling proposition by choosing a name that changed how their product felt in the mind of their customers.\"}),/*#__PURE__*/e(\"p\",{children:'\"Omni-Shade\u2122\" quickly became synonymous with excellence, superiority, and the ultimate choice in sun protection. The name alone evoked feelings of trust, reliability, and superiority, giving customers the confidence that they were investing in the best the industry had to offer. It provided them with the reassurance that they were making an informed and superior choice by selecting Omni-Shade\u2122 products over other UPV offerings in the market.'}),/*#__PURE__*/e(\"p\",{children:\"It also allowed them to charge $45.99 for a product that was already being generically sold at $15.99. \uD83E\uDD2F\"}),/*#__PURE__*/e(\"p\",{children:\"This is a brilliant move for Columbia:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Using Framing allowed them to increase prices, which boosts AOV.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Using Framing allowed them to differentiate, which boosts LTV.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Using Framing allowed them to elevate, which builds brand loyalty.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"(The brilliance of this seemingly small branding decision cannot be overstated, especially if you're a brand with a product that solves a lot of different problems for a lot of different people!)\"}),/*#__PURE__*/e(\"p\",{children:\"Columbia's strategic use of the Framing Effect created an entirely different perception of their product, which drew in an entirely different customer - one who had deep pockets and an immediate need to buy.\"}),/*#__PURE__*/e(\"p\",{children:\"At the time of this article, no other brand has invested in a name that helps customers experience superiority before ever purchasing the product.\"}),/*#__PURE__*/e(\"p\",{children:\"That's psychology for the win.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Use the Framing Effect for Your Brand:\"})}),/*#__PURE__*/e(\"p\",{children:\"If you want to test the Framing Effect on your current product names, here's a quick step-by-step:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Identify words your customers already associate with the benefits your product provides. \"}),\"Choose words that cover not just the functional benefits, but also the environmental or situational ones.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Combine or arrange words in an interesting way using a word combination generator. \"}),\"I usually use ChatGPT for this, but you can find some good word combiners on line as well.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Test, test, test. \"}),\"As always, I like to test things in ad format before pushing them onto the entire ecosystem since not all of us have the solid budget/brand Columbia has. Test your new name in a few statics, then run with the winner.\"]})})]})]});export const richText5=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"In the early days before becoming the global enterprise it is today, IKEA was a 9-figure brand just trying to find its way in the world. Business was booming and IKEA stores around the world were teeming with eager shoppers, each seeking the perfect build-it-yourself addition to their homes.\"}),/*#__PURE__*/e(\"p\",{children:\"But IKEA had one very large problem\u2026\"}),/*#__PURE__*/e(\"p\",{children:\"Even with their flatpack packaging, wide range of products, and reduced cost structure, customers were still miffed about the price. Complaints were being made, customers weren't filling their carts as much, and AOV was dropping.\"}),/*#__PURE__*/e(\"p\",{children:\"IKEA needed a way to help customers realize just how cost-effective, yet high-quality their products really were, and fast.\"}),/*#__PURE__*/e(\"p\",{children:\"So they decided to do the smart thing and revolutionize one, seemingly insignificant aspect of the shopping experience to radically boost their sales.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"They didn't increase prices or start frantically bundling.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"They didn't run more sales or increase their advertising.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"They didn't give away free gifts or build more offers.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"They did something else that was absolutely genius...and 100% based in psychology...\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Increasing AOV Like a Boss\"})}),/*#__PURE__*/e(\"p\",{children:\"In the past, IKEA customers would have encountered ordinary, mundane price tags\u2014a standard affair found in any mega retailer. Customers were seeing hundreds, maybe even thousands of price tags every day (often attached to things that were a much higher priority than a DIY plant stand with built-in alarm clock.)\"}),/*#__PURE__*/e(\"p\",{children:\"Because customers were shopping for things that were familiar and comforting, IKEA realized that they could greatly benefit from link their prices to something familiar and comforting as well.\"}),/*#__PURE__*/t(\"p\",{children:[\"To achieve this, IKEA introduced a \",/*#__PURE__*/e(r,{href:\"https://julianaparacencio.com/ikea-price-tags\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"revolutionary change\"})}),' to their price tags. Instead of using the default numerical price, IKEA switched every single price in the store to an image. Each \"price icon\" was related to products or household items that customers knew well.']}),/*#__PURE__*/e(\"p\",{children:'An IKEA coffee table that usually sold for $29.99 now had a price tag of \"\u2615\uFE0F\u2615\uFE0F\u2615\uFE0F\u2615\uFE0F\".'}),/*#__PURE__*/e(\"p\",{children:'A plant pot running $8.99 now sported a price of \"\uD83C\uDF4C\uD83C\uDF4C\uD83C\uDF4C\".'}),/*#__PURE__*/e(\"p\",{children:'And dressers that went for $87.94 now had a price tag of \"\uD83D\uDD28\uD83D\uDD28\uD83D\uDD28.\"'}),/*#__PURE__*/e(\"p\",{children:\"IKEA was able to capitalize on three preexisting psychology heuristics (mental shortcuts) to get this done:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Availability Heuristic: they used familiar and easily accessible associations to make it easier for customers to process information and form positive associations.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Anchoring Heuristic: they anchored customers' perceptions of value by associating price tags with desirable and familiar items.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Familiarity Heuristic: they leveraged the preference for familiar options by connecting price tags to products customers already knew well.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Customers would have an easier time mentally processing the prices since they would be attached to an image of something they already knew and loved.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Korm0OABlExYpewKhhBrwIDpM.jpg\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1080\",height:\"540\",src:\"https://framerusercontent.com/images/Korm0OABlExYpewKhhBrwIDpM.jpg\",srcSet:\"https://framerusercontent.com/images/Korm0OABlExYpewKhhBrwIDpM.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/Korm0OABlExYpewKhhBrwIDpM.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/Korm0OABlExYpewKhhBrwIDpM.jpg 1080w\",style:{aspectRatio:\"1080 / 1080\"},width:\"540\"}),/*#__PURE__*/t(\"p\",{children:[\"This idea was \",/*#__PURE__*/e(\"em\",{children:\"bonkers.\"})]}),/*#__PURE__*/e(\"p\",{children:\"It goes against everything we've been taught as marketers, namely that the prices need to be crystal clear and concise if consumers are going to receive them warmly.\"}),/*#__PURE__*/t(\"p\",{children:[\"But in IKEA's case, it worked. And it worked \",/*#__PURE__*/e(\"em\",{children:\"extremely \"}),\"well.\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"In-store sales grew by 11.4% YOY.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Nightstands sold at the equivalent of 1,000 tubes of toothpaste.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"A record 200 pizza's worth of wardrobes were sold.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"300 coffees worth of tables were purchased.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"All this...for the investment of just about 3 bananas.\"}),/*#__PURE__*/e(\"p\",{children:\"This ingenious strategy not only made the shopping experience more engaging but also facilitated a deeper emotional connection with the products themselves. As a result, the price tag became less of a detached annoyance that customers had to interact with to be able to realize their goals, and more of a relatable entity, forging a bridge between the potential purchase and the customer's personal desires.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,FXoYmj2Mq3eKI6NdUhu9x8189E.png\",\"data-framer-height\":\"898\",\"data-framer-width\":\"1722\",height:\"449\",src:\"https://framerusercontent.com/images/FXoYmj2Mq3eKI6NdUhu9x8189E.png\",srcSet:\"https://framerusercontent.com/images/FXoYmj2Mq3eKI6NdUhu9x8189E.png?scale-down-to=512 512w,https://framerusercontent.com/images/FXoYmj2Mq3eKI6NdUhu9x8189E.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/FXoYmj2Mq3eKI6NdUhu9x8189E.png 1722w\",style:{aspectRatio:\"1722 / 898\"},width:\"861\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"IKEA recognized the true power of human psychology and leveraged it to their advantage.\"})}),/*#__PURE__*/e(\"p\",{children:\"It's important to note that IKEA's approach goes beyond mere aesthetics. The visual appeal of the price tag contributed to their overall effectiveness, but it was the emotional connection that did the heavy lifting.\"}),/*#__PURE__*/e(\"p\",{children:\"By evoking positive associations with products that customers are already familiar with, IKEA strengthened the allure of the items on display. Suddenly, the price tags weren't just promoting pieces of Scandinavian-inspired, build-it-yourself furniture; they were using psychology to make a connection.\"}),/*#__PURE__*/e(\"p\",{children:\"The next time you find yourself strolling through the labyrinthine of aisles in an IKEA store, take a moment to appreciate the strategic brilliance behind those seemingly insignificant price tags. They are more than just numbers and symbols; they are gateways to a world of comfort, style, and personal fulfillment.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Use the IKEA Price Tag Hack for Your Brand:\"})}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Identify relevant associations that resonate with your target audience's desires or aspirations.\"}),\" If you sell climbing gear, build visual associations with the shoes, ropes, carabiners, or backpacks that are a staple part of your customer's experience. If you're a makeup brand, use lipstick, powder, brushes, or eyeshadow. Capitalize on what your customers know best, and give them context for just how affordable you really are.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Design visually appealing representations of these associations, \"}),\"but keep it simple - symbols, emojis, or simple references to related products is best practice here.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Integrate the associations into your brand's buy box. \"}),\"Here's where the magic happens! You don't need much to test this out. If you're really brave, do an A/B test using a numerical price on one LP and a symbol on the other. If you want to test carefully at first, try applying the symbol next to the numerical price. The power is in the process here.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Provide clear and informative product information alongside the associations. \"}),\"As always, you still need a good product and a good brand to help boost your effectiveness. Make sure you're providing what your customers really want and you'll be golden.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Continuously test, analyze, and optimize the strategy based on customer behavior and feedback.\"})})})]})]});export const richText6=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"For the past 3 months, I've paid $29.99/mo for a workout app called \",/*#__PURE__*/e(r,{href:\"https://www.joinladder.com/\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Ladder\"})}),\" that provides me with fool-proof workouts, 5 days a week. It's great app, user-friendly, and I love it.\"]}),/*#__PURE__*/e(\"p\",{children:\"I'm also a human and have gained 7 pounds since the beginning of June (mostly due to the fact that cookies are widely available at most BBQ's) which lead me to start second-guessing the monthly subscription I was paying for. I started thinking...\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Do I even need to pay for this app?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"I'm not working out as much as I was last month...\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"It's summer, I'm probably not going to have a ton of time to stay consistent.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Maybe I'll just get rid of it and come back later.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"As a marketer, you probably know what's coming next...\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Churn, Baby, Churn\"})}),/*#__PURE__*/t(\"p\",{children:[\"Churn is a common conflict between customers and brands. It's especially true in the app space.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,BmqYc1KRceu6ICVbZAyuUayqZc.png\",\"data-framer-height\":\"1100\",\"data-framer-width\":\"1712\",height:\"550\",src:\"https://framerusercontent.com/images/BmqYc1KRceu6ICVbZAyuUayqZc.png\",srcSet:\"https://framerusercontent.com/images/BmqYc1KRceu6ICVbZAyuUayqZc.png?scale-down-to=512 512w,https://framerusercontent.com/images/BmqYc1KRceu6ICVbZAyuUayqZc.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/BmqYc1KRceu6ICVbZAyuUayqZc.png 1712w\",style:{aspectRatio:\"1712 / 1100\"},width:\"856\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(r,{href:\"https://www.businessofapps.com/guide/mobile-app-retention/\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"(Read the full article here.)\"})})]}),/*#__PURE__*/e(\"p\",{children:\"That's a lot of churn, which is interesting because it seems very counterintuitive to logical reasoning. In the case of the Ladder app:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Their product does exactly what it's supposed to.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Their brand is exactly what their customers want them to be.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Their customers seem happy after purchasing...\"})})]}),/*#__PURE__*/e(\"p\",{children:'But eventually, many of these \"satisfied\" customers will churn within weeks or even days of gaining access to the app, even though they seemed committed during the purchasing process.'}),/*#__PURE__*/e(\"p\",{children:\"There's many reasons why this might be happening, but in my case, however, I actually didn't churn. In fact, I did something even weirder: I upgraded.\"}),/*#__PURE__*/e(\"p\",{children:\"I upgraded to their most expensive subscription model, and there's some science as to why...\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Anti-Churn Secrets of the Ladder App\"})}),/*#__PURE__*/e(\"p\",{children:\"The amount of behavior science Ladder has injected into their app is amazing. They're in a highly competitive industry and can't afford to lose customers when they inevitably prioritize cookies over compound movements. Improving their product using psychology is how they're dominating the competition, keeping their customers happy, and growing like crazy.\"}),/*#__PURE__*/e(\"p\",{children:\"Here's how the Ladder App reduces monthly churn using psychology:\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"STEP ONE: They've made it psychologically painful to leave.\"})}),/*#__PURE__*/e(\"p\",{children:'Ladder has done an expert-level job of making their customers feel awful when they try and churn by using something the brain knows well - a perfectly placed \"danger zone.\"'}),/*#__PURE__*/e(\"img\",{alt:\"Membership options panel in the Ladder app\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,2yWBkQtI8fxuuMILMlDo6TrQzNM.jpg\",\"data-framer-height\":\"1600\",\"data-framer-width\":\"1145\",height:\"800\",src:\"https://framerusercontent.com/images/2yWBkQtI8fxuuMILMlDo6TrQzNM.jpg\",srcSet:\"https://framerusercontent.com/images/2yWBkQtI8fxuuMILMlDo6TrQzNM.jpg?scale-down-to=1024 732w,https://framerusercontent.com/images/2yWBkQtI8fxuuMILMlDo6TrQzNM.jpg 1145w\",style:{aspectRatio:\"1145 / 1600\"},width:\"572\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),'This is a masterful use of both association, (\"Dangerous Areas\" are usually...well, dangerous) and the Availability Heuristic.']}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Availability Heuristic works by allowing the brain to easily recall scary events (like a plane crash). Based on how vivid the mental picture of that event is, the brain will make a mental note to watch out for similar events in the future.\"})}),/*#__PURE__*/e(\"p\",{children:'This \"dangerous area\" within the app brings up all kinds of negative mental pictures that causes a lot of anxiety and hesitancy for any customer trying to use it.'}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"STEP TWO: They made it psychologically fun to stay.\"})}),/*#__PURE__*/e(\"p\",{children:\"Ladder assigns their customers with a coach (a great use of Authority Proof) which a lot of other apps do as well. But they're also doing something sneaky to keep their customer's attention...\"}),/*#__PURE__*/t(\"p\",{children:['The secret to their app\\'s success lies within the psychology behind their teams. Each customer gets assigned to a coach and a team upon signing up, and each week the teams compete against each other. They stack up \"points\" by working out, all of which gets tracked within the app.',/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,6sCL6V4lVcsotlOoj2oBQtxvndU.jpg\",\"data-framer-height\":\"1600\",\"data-framer-width\":\"738\",height:\"800\",src:\"https://framerusercontent.com/images/6sCL6V4lVcsotlOoj2oBQtxvndU.jpg\",srcSet:\"https://framerusercontent.com/images/6sCL6V4lVcsotlOoj2oBQtxvndU.jpg 738w\",style:{aspectRatio:\"738 / 1600\"},width:\"369\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"(They're using our competitiveness against us...\uD83D\uDE02)\"]}),/*#__PURE__*/e(\"p\",{children:\"This is especially powerful for any customer who responds to healthy competition and creates an us-versus-them mentality that customers can't resist.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Weekly competitions cause their customers to use the app more and start seeing results...which leads to more app use.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Then they give away swag to the teams with the most workouts logged each week...which leads to more app use.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"App use, which leads to app use, which leads to app use. It's genius. \uD83E\uDDE0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"STEP THREE: They've engineered their app to provide massive amounts of dopamine.\"})}),/*#__PURE__*/e(\"p\",{children:'Each time you workout, you have the opportunity to send another customer some love using the \"cheers\" function within the app. This sends a rain shower of emojis (\uD83D\uDC4F \uD83D\uDD25 \uD83E\uDD8D \uD83C\uDF36\uFE0F) to the profile of the person you\\'ve chosen and creates a rain shower of emojis on your screen as well.'}),/*#__PURE__*/e(\"p\",{children:\"This is highly addicting.\"}),/*#__PURE__*/e(\"p\",{children:\"Dopamine is a powerful motivation neurotransmitter - it literally causes you to want more of whatever you're interacting with.\"}),/*#__PURE__*/t(\"p\",{children:[\"It's so addicting, I cannot stop sending people emoji rain showers...even if I'm not working out. \uD83D\uDE02\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ZJNOe29gLXmnvFwgLI5Cq07nDU.jpg\",\"data-framer-height\":\"1600\",\"data-framer-width\":\"738\",height:\"800\",src:\"https://framerusercontent.com/images/ZJNOe29gLXmnvFwgLI5Cq07nDU.jpg\",srcSet:\"https://framerusercontent.com/images/ZJNOe29gLXmnvFwgLI5Cq07nDU.jpg 738w\",style:{aspectRatio:\"738 / 1600\"},width:\"369\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"This is a brilliant feature, especially for the audience who looks for moral support during their workouts. The more support you give, the more you get, and the more you'll return to the app to see if someone sent you a high-five shower today.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,EmsK117UwUKb3a9XczHeSZUiesE.png\",\"data-framer-height\":\"822\",\"data-framer-width\":\"1712\",height:\"411\",src:\"https://framerusercontent.com/images/EmsK117UwUKb3a9XczHeSZUiesE.png\",srcSet:\"https://framerusercontent.com/images/EmsK117UwUKb3a9XczHeSZUiesE.png?scale-down-to=512 512w,https://framerusercontent.com/images/EmsK117UwUKb3a9XczHeSZUiesE.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/EmsK117UwUKb3a9XczHeSZUiesE.png 1712w\",style:{aspectRatio:\"1712 / 822\"},width:\"856\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"By injecting some serious behavior science into their app, they're able to drastically reduce churn from a customer base who is notorious for it...and build a better brand because of it.\"]}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Here's How to Reduce Churn Using Psychology\"})}),/*#__PURE__*/e(\"p\",{children:\"If you're a brand who wants to use some of Ladder's secrets, here's a simple formula:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Make it mentally painful for your customers to leave you. \"}),\"We're not talking about making it physically difficult to leave you (like the brands who make you call a human before you can cancel your subscription...please don't do this!) Make it mentally painful by associating another painful experience with the painful experience of churning.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Make it mentally satisfying for them to stay. \"}),\"Identify the emotions your customers experience while using your product - then build that into the brand experience.\",/*#__PURE__*/e(\"strong\",{children:\" \"}),\"If your customers love competition, build that into the experience so they can satisfy that itch. If your customers love community, build a vibrant community for them to be a part of. The more you personalize the experience, the more loyal they will become.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Give them a dopamine hit every time they interact with your brand. \"}),\"Send them a shower of emojis. Write handwritten notes. Record a personal video just for them. The more dopamine you can inject, the more they'll stick around.\"]})})]})]});export const richText7=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"In the early 2000s, Procter & Gamble, a titan in the consumer goods industry, recognized the need for better products in the cleaning aisle.\"}),/*#__PURE__*/e(\"p\",{children:\"As a long-time holding company for brands in the consumer goods space, they already understood that traditional cleaning tools (like mops and brooms) were not meeting the evolving needs of consumers and wanted to bring something entirely new to the market.\"}),/*#__PURE__*/e(\"p\",{children:\"But Procter & Gamble had a problem...they couldn't go to market with just any new cleaning product. It had to be something that would stand out from every other cleaning product in the aisle -- otherwise it wouldn't stick.\"}),/*#__PURE__*/e(\"p\",{children:\"To tackle this challenge, Procter & Gamble enlisted the expertise of a design and innovation consultancy called Continuum. Continuum conducted some simple behavior research for P&G, and found a pretty massive (and completely overlooked) insight that changed the entire cleaning industry almost overnight.\"}),/*#__PURE__*/e(\"p\",{children:\"What did Continuum find that helped Procter & Gamble dominate the cleaning aisle?\"}),/*#__PURE__*/e(\"p\",{children:\"Let's get into it...\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Discovering the Source Problem\"})}),/*#__PURE__*/e(\"p\",{children:\"From its humble beginnings as a solution to a (very strange) problem, Swiffer has totally changed how we deal with household cleaning.\"}),/*#__PURE__*/e(\"p\",{children:\"What started as a simple concept \u2013 a wet towel on a stick \u2013 has exploded into a massive cultural phenomenon, fundamentally reshaping the way we perceive one of the worst cleaning tasks on our list:\"}),/*#__PURE__*/e(\"p\",{children:\"Mopping.\"}),/*#__PURE__*/e(\"p\",{children:\"Most brands, regardless of wither they're DTC or retail, spend an inordinate amount of time meticulously researching their customer's problems.\"}),/*#__PURE__*/e(\"p\",{children:\"Thousands of hours are spent running surveys, capturing customer feedback, downloading comments, analyzing conversations, and compiling data.\"}),/*#__PURE__*/e(\"p\",{children:\"It's a bit bonkers considering 100% of the data we're looking at is past-tense...\uD83D\uDE2C\"}),/*#__PURE__*/e(\"p\",{children:\"(Note: I'm not saying we should ditch data entirely, it's a valuable resource for gaining insights we might not otherwise have access to. But I'm beginning to doubt how much of our massive amount of data is actually viable, let alone useful...)\"}),/*#__PURE__*/e(\"p\",{children:\"Now back to Swiffer...\"}),/*#__PURE__*/e(\"p\",{children:\"The cleaning product market was already saturated with practical, budget-friendly mops, yet not one had honed in on a glaringly obvious issue that was happening after the product was used.\"}),/*#__PURE__*/e(\"p\",{children:\"During their research, Continuum spent a good amount of time watching how their customers used their mops.\"}),/*#__PURE__*/e(\"h4\",{children:/*#__PURE__*/e(\"strong\",{children:\"In one session, the team noticed that people were spending as much time cleaning their cleaning tools as they were cleaning their floors.\"})}),/*#__PURE__*/e(\"p\",{children:\"No other brand had noticed this behavior take place...because they never stopped to look for it.\"}),/*#__PURE__*/e(\"p\",{children:\"This one simple revelation underscored a significant gap in the market \u2013 the need for a faster, more convenient cleaning solution:\"}),/*#__PURE__*/t(\"p\",{children:[\"\u201CContinuum had created a new problem: how to provide a better cleaning tool than a mop, with less time spent cleaning. The team used that knowledge to design a new cleaning tool: essentially a wet towel on a stick that could be thrown away once it was soiled.\u201D - \",/*#__PURE__*/e(r,{href:\"https://www.fastcompany.com/3006797/innovation-method-behind-swiffer-madness\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Barkus, 99u.\"})}),\"\u200B\"]}),/*#__PURE__*/e(\"p\",{children:'Procter & Gamble took what Continuum found and went on to produce a full line of highly successful products under the new name \"Swiffer\".'}),/*#__PURE__*/e(\"p\",{children:\"And the rest, as they say, is history.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Becoming the Dominant Brand\"})}),/*#__PURE__*/e(\"p\",{children:\"Fast forward 24 years and Swiffer is still one of the biggest brands in the cleaning aisle and has started to dominate other spaces within its industry.\"}),/*#__PURE__*/e(\"p\",{children:\"But here's the thing: Swiffer's success isn't just luck...\"}),/*#__PURE__*/e(\"p\",{children:\"DTC, B2B, and SaaS brands can easily replicate what Continuum did for P&G, and it's not even hard. Whether you're a founder, a media buyer, a creative strategist, or a marketer, you can uncover hidden opportunities, just like Continuum did.\"}),/*#__PURE__*/t(\"p\",{children:[\"All you gotta do is \",/*#__PURE__*/e(\"em\",{children:\"watch.\"})]}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Become the Dominant Brand in Your Market:\"})}),/*#__PURE__*/e(\"p\",{children:\"To help discover untapped opportunities, we have to do something that may feel a bit foreign to us: we need to go beyond the first problem we find.\"}),/*#__PURE__*/e(\"p\",{children:'Had Continuum chosen the first problem they encountered with P&G\\'s customer base (i.e.: \"My floors are dirty and I need them clean.\") they might have suggested P&G produce yet another super fancy mop.'}),/*#__PURE__*/e(\"p\",{children:\"But that's not what the customer needed.\"}),/*#__PURE__*/e(\"p\",{children:\"To figure out which problems were most important, Continuum started with a simple hypothesis and two simple questions:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"How are our customers currently using products in the market?\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What issues are they facing with their current favorite products?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"These two questions might seem obvious to you, but most markers will miss the mark entirely when trying to answer them.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,LcU9agR6spQxRvmw71GWTs0Kg.png\",\"data-framer-height\":\"1038\",\"data-framer-width\":\"1720\",height:\"519\",src:\"https://framerusercontent.com/images/LcU9agR6spQxRvmw71GWTs0Kg.png\",srcSet:\"https://framerusercontent.com/images/LcU9agR6spQxRvmw71GWTs0Kg.png?scale-down-to=512 512w,https://framerusercontent.com/images/LcU9agR6spQxRvmw71GWTs0Kg.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/LcU9agR6spQxRvmw71GWTs0Kg.png 1720w\",style:{aspectRatio:\"1720 / 1038\"},width:\"860\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"To become the dominant brand within your own market, you need to find the problems that are obvious - problems that are:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Simple\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Consistently frustrating\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"And clear\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Then answer them.\"}),/*#__PURE__*/e(\"p\",{children:\"This applies to everything: building ads, creating new products, upgrading your website...everything. Because there's no better way to blow past your competitors than becoming the brand who sees what their customers are experiencing and fixes it.\"}),/*#__PURE__*/e(\"p\",{children:\"To start:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Book a call with a customer.\"}),\" Even if you have to bribe them with free product, you can't replicate the benefits of speaking to a real-live human with an online form. Get them on the phone, and be prepared to listen, not sell.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Don't ask them what their biggest problem is -- ask them how they use the product. \"}),\"We all want to jump straight to the point, but there's strategy in starting slow. Ask your customers how they use the product. Get them to tell you the entire story: where did they buy it? How did they bring it home? Where did they put it after that? Where does it get stored? When does it get used? Who do they use it with? What happens next? Give them space to answer each question for as long as they want.\"]})})]})]});export const richText8=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"My husband purchased a $600 pair of Oakley sunglasses last week. \uD83E\uDD2F\"}),/*#__PURE__*/e(\"p\",{children:'When I asked him why he thought he needed a pair of glasses that cost more than our children\\'s monthly education, he said it was because our insurance covered \"most of it.\" \uD83E\uDEE3'}),/*#__PURE__*/t(\"p\",{children:[\"Hoping to encourage him to shop around a bit more next time, I followed up and asked him if he would ever buy from \",/*#__PURE__*/e(r,{href:\"https://preview.convertkit-mail2.com/click/dpheh0hzhm/aHR0cHM6Ly93d3cud2FyYnlwYXJrZXIuY29tLz9nX2FkZ3JvdXBpZD0xMzAxNjkxMzY2MDImZ19rZXl3b3JkPXdhcmJ5K3BhcmtlciZnX25ldHdvcms9ZyZnX2FkaWQ9Njg0NTA2ODc5NDAzJmdfY2FtcGFpZ249QnJhbmQrLStHbGFzc2VzKy0rRXhhY3QmZ19hZHR5cGU9c2VhcmNoJmdfYWNjdGlkPTU3OS01NjQtNjkyNSZnX2NhbXBhaWduaWQ9MTQ5NjM2ODQ4MDQmZ19rZXl3b3JkaWQ9a3dkLTIxNjQ3OTcyMDE2JmJpZGt3PXdhcmJ5K3BhcmtlciZkdmM9YyZuZXR3b3JrPWcmbW9iaWxlPSZzZWFyY2hudHdrPTEmY29udGVudD0mY3JlYXRpdmU9Njg0NTA2ODc5NDAzJmFkcG9zaXRpb249JnBsYWNlbWVudD0mdGFyZ2V0PSZrZXl3b3JkPXdhcmJ5K3BhcmtlciZtYXRjaHR5cGU9ZSZta3dpZD1zJnBtdD1lJnBkdj1jJnByb2R1Y3RfY2F0ZWdvcnk9JnV0bV9zb3VyY2U9Z29vZ2xlJnV0bV9tZWRpdW09Y3BjJnV0bV90ZXJtPXdhcmJ5K3BhcmtlciZ1dG1fdGVybT0xMzAxNjkxMzY2MDIta3dkLTIxNjQ3OTcyMDE2JnV0bV9jYW1wYWlnbj1CcmFuZC1HbGFzc2VzLUV4YWN0JmN2b19jYW1wYWlnbj1CcmFuZC1HbGFzc2VzLUV4YWN0JmN2b19hZGdyb3VwPTEzMDE2OTEzNjYwMiZ1dG1fY29udGVudD02ODQ1MDY4Nzk0MDMmc2luZ3VsYXI9MTI0X19nX18xNDk2MzY4NDgwNF9fMTMwMTY5MTM2NjAyX182ODQ1MDY4Nzk0MDMmZ2FkX3NvdXJjZT0xJmdjbGlkPUNqd0tDQWp3ODh5eEJoQldFaXdBN2NtNnBUMWxRVzJHQ1lDTlVqSWN6NW5YdEpkWXBPeWtpMTRLV2FheUhVREI4Ylp2b0UtWVBxSHJPQm9DNXlnUUF2RF9Cd0U=\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Warby Parker\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"His response was: \\\"Who's Warby Parker? Isn't that the $100 glasses company?\\\"\"}),/*#__PURE__*/e(\"p\",{children:\"I tell you this because it demonstrates two points:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"My husband is the most consumery-consumer I have ever met.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Warby Parker has a crystal clear position in the market - one that even unaware consumers are apparently aware of.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"But how they managed to secure this $100 position in a market dominated by highly competitive legacy brands is nothing short of amazing...\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"More Than Meets the Eye\"})}),/*#__PURE__*/t(\"p\",{children:[\"According to \",/*#__PURE__*/e(r,{href:\"https://preview.convertkit-mail2.com/click/dpheh0hzhm/aHR0cHM6Ly93d3cud2FyYnlwYXJrZXIuY29tL2hpc3Rvcnk=\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Warby Parker's website\"})}),\", the brand had a humble beginning:\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:'\"Every idea starts with a problem. Ours was simple: Glasses are too expensive.'})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Our founders were students when one of them lost his glasses on a backpacking trip. The cost of replacing them was so high that he spent the first semester of grad school without them, squinting and complaining. (We don't recommend this.)\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"The others had similar experiences and were amazed at how hard it was to find a pair of great frames that didn't leave their wallets bare. Where were the options?\\\"\"})}),/*#__PURE__*/e(\"p\",{children:'Fast forward several years and the fellowship of friends had a plan to launch an eyewear brand dubbed \"Warby Parker\" that would provide the market with much-needed high quality and cost effective products.'}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The business model was simple: while other, more tenured brands were selling eyewear at an average price of $263 per pair, Warby Parker would swoop in and capture the majority of market by selling high quality eyeglasses at just $45.\"})}),/*#__PURE__*/e(\"p\",{children:\"It was a bold move that would disrupt the entire industry...all they needed was validation for their idea, and they were off to be multi-millionaires. \uD83C\uDF89\"}),/*#__PURE__*/e(\"p\",{children:\"But their marketing professor, Jagmohan Raju quickly dismissed the idea of pricing their products at $45.\"}),/*#__PURE__*/e(\"p\",{children:\"And his reasoning was 100% psychologically sound...\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Price Has to Be Right\"})}),/*#__PURE__*/e(\"p\",{children:\"If you want to choose profitable prices for your products that will satisfy customers, outmaneuver the competition, and boost sales, then you need to learn that pricing isn't about the numbers; it's about understanding the relationship between perception and value.\"}),/*#__PURE__*/e(\"p\",{children:\"Great example: in the late 1990's, PG&E was prepping to launch their new Olay Total Effects product to the market. Olay began their product launch by testing three different price levels:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"A lower price of $12.99.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"A mid-tier price of $15.99.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"And a higher price of $18.99.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"They wanted to find out which price would be more appealing to target customers, specifically when it came to boosting initial sales.\"}),/*#__PURE__*/t(\"p\",{children:[\"According to \",/*#__PURE__*/e(r,{href:\"https://preview.convertkit-mail2.com/click/dpheh0hzhm/aHR0cHM6Ly93d3cucHN5Y2hvbG9neXRvZGF5LmNvbS91cy9ibG9nL3RoZS1zY2llbmNlLWJlaGluZC1iZWhhdmlvci8yMDE4MDIvd2hlbi1oaWdoLXByaWNlcy1hdHRyYWN0LWNvbnN1bWVycy1hbmQtbG93LXByaWNlcy1yZXBlbA==\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Psychology Today\"})}),', \"when Olay\u2019s price was increased to $18.99, both groups, and particularly, the department store shoppers\u2019 intentions to purchase shot up to levels higher than the $12.99 price.\"']}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:'Joe Listro, Olay\u2019s R&D manager explained, \"We found that at $18.99, we were starting to get consumers who would shop in both channels. At $18.99, it was a great value to a prestige shopper who was used to spending $30 or more [for a similar product]. But $15.99 was no-man\u2019s-land\u2014way too expensive for a mass shopper and really not credible enough for a prestige shopper.\u201D'})}),/*#__PURE__*/e(\"p\",{children:\"What Olay learned through their initial price testing is something we should all take to heart:\"}),/*#__PURE__*/e(\"p\",{children:\"The psychology behind the price matters more than the numerical value.\"}),/*#__PURE__*/e(\"p\",{children:\"Warby Parker's founders wanted to set their prices at $45 based on their own assumptions that price was a value driver. What they didn't realize was that customers were already coming to the table with three preconditioned \\\"heuristics\\\" (mental shortcuts) that would heavily influence their perception of the price:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'First, customers were already \"anchored\" to other prices within the market'}),': Professor Raju knew that consumers often use the first piece of information they receive as a reference point when making decisions (also known as the \"Anchoring Heuristic\".)',/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"\u27A1\uFE0F Instead of setting prices to a lower anchor, Raju suggested the founders anchor to the much higher prices set by established brands and set their price at $95. Keeping their prices closer to a higher market value made their products seem valuable, yet affordable.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Second, customers were evaluating prices based on quality perceptions:\"}),' Raju also understood the common belief that price is often associated with quality (also known as the \"Price-Quality Heuristic.\")',/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"\u27A1\uFE0F Lowering the price too much could signal inferior quality to potential customers and turn them off. By setting the price at a level that was significantly lower than competitors but still considerably higher than bargain prices, Raju helped the founders strike a balance that communicated both value and quality to consumers.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Finally, customers were using previous reference points to make a quick decision\"}),\": Finally, Raju advised the founders to consider the reference prices that consumers were already using to evaluate the fairness of a given price.\",/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"\u27A1\uFE0F By positioning Warby Parker's price point within the range of what consumers were accustomed to, Raju ensured that the price would seem reasonable and (most importantly), justifiable.\",/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"This would reduce friction and resistance to purchasing and increase the likelihood of adoption among the target market.\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"TLDR; Utilizing poor pricing psychology could potentially kill a brand straight out of the gate, but applying pricing psychology correctly has the potential to launch some brands into the stratosphere.\"})}),/*#__PURE__*/e(\"p\",{children:'Wharton marketing professor Jagmohan Raju understood how to set a profitable price better than most, and it was one of the reasons why his advice made Warby Parker into an \"overnight\" success.'}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Set a Profitable Price for Your Brand\"})}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Find out what your customers truly value. \"}),\"Marketers often default to manipulating price as their first order of value, but customers aren't always looking for just cheap products.\",/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),'To find out what your customers truly value, start a conversation. Ask them what triggered their need for your products, and what they didn\\'t love about the options available. Get as much context to their journey as you can - the more information you have, the easier setting your \"profitable price\" will be.',/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Spy on your competitors. \"}),\"Once you've got a good idea of your customer's journey, take a look at the market and figure out where your products stand in comparison to your competitors.\",/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"Are you on the lower end of the price spectrum? Near the top?\",/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"Take some time to identify gaps within your market and compare that to the needs of your customers so you can set a price that will balance both the needs of your business and the needs of the market.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Test a psychological price before you commit. \"}),\"Understanding what your customers psychologically value will help you set a price that's both fair and profitable.\",/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"Once you've got both customer and competitor data to draw from, decide on three different price points to test within your market. Easiest way to do this is run an ad campaign strictly built to test prices - keep your creative linear so you can identify changes within customer sentiment. You'll learn a ton from this one.\"]})})]})]});export const richText9=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:'In 1953, a refrigeration company headquartered in Sydney introduced a revolutionary product called the \"portable Esky Auto Box.\" Constructed from durable steel and embellished with enamel and chrome, this new device came with a dense cork lining, guaranteeing its contents would stay cold for hours.'}),/*#__PURE__*/e(\"p\",{children:\"The Esky Auto Box swiftly dominated the market, becoming the very first mass-produced beverage cooler of its time. Its revolutionary status persisted for 71 years until another brand disrupted the landscape, dethroning not only the Esky, but every other cooler brand on the market...\"}),/*#__PURE__*/e(\"p\",{children:\"What was this massively successful brand's strategy?\"}),/*#__PURE__*/t(\"p\",{children:[\"They harnessed a completely unique approach which yielded a staggering \",/*#__PURE__*/e(r,{href:\"https://preview.convertkit-mail2.com/click/dpheh0hzhm/aHR0cHM6Ly9pbnZlc3RvcnMueWV0aS5jb20vbmV3cy9uZXdzLWRldGFpbHMvMjAyMy9ZRVRJLVJlcG9ydHMtRm91cnRoLVF1YXJ0ZXItYW5kLUZpc2NhbC1ZZWFyLTIwMjItUmVzdWx0cy9kZWZhdWx0LmFzcHg=\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"$917.7 million in profit from their direct-to-consumer channels alone in 2022\"})}),\", and I'm going to show you how they did it. Let's get into it...\"]}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Catch a Yeti\"})}),/*#__PURE__*/t(\"p\",{children:[\"In the world of coolers, few names evoke the same reverence and admiration as \",/*#__PURE__*/e(r,{href:\"https://preview.convertkit-mail2.com/click/dpheh0hzhm/aHR0cHM6Ly93d3cueWV0aS5jb20v\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Yeti.\"})}),\" Born from humble beginnings in 2006 in Austin, Texas, Yeti set out to revolutionize the way people think about keeping their beverages cold.\"]}),/*#__PURE__*/e(\"p\",{children:\"And revolutionize it did.\"}),/*#__PURE__*/e(\"p\",{children:\"At its core, Yeti understood something that many brands on the market struggled to grasp:\"}),/*#__PURE__*/e(\"p\",{children:\"People don't just buy products. People buy products that promise to fulfill an identity that fits with their current life story.\"}),/*#__PURE__*/e(\"p\",{children:\"In essence, people buy products that align with how they see themselves on the inside...even if it doesn't yet correlate to what's on the outside.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Yeti set out to position itself not just as a cooler manufacturer but as a symbol of ruggedness, durability, and adventurous spirit. \"}),\"They tapped into the primal human desire for exploration and conquest, aligning their products with the idea of pushing boundaries and conquering the great outdoors. \uD83E\uDDE0\"]}),/*#__PURE__*/e(\"p\",{children:\"It's how they easily stole all the attention from their backyard-BBQ competitors. It's also how they became a 9-figure business.\"}),/*#__PURE__*/e(\"p\",{children:\"But to truly grasp the unparalleled success of Yeti, it's essential to unravel why this worked psychologically...and how they were able to steal so much of the market so easily.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How Yeti Stole the (Psychological) Show\"})}),/*#__PURE__*/e(\"p\",{children:\"You might think Yeti crafted a complex strategy to steal attention away from their established competitors, but in reality their strategy was quite simple.\"}),/*#__PURE__*/e(\"p\",{children:\"Here's the breakdown:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"First, they used Emotional Resonance to steal attention.\"}),\" As a new brand attempting to fish in the same pool with brands that had been around for decades, Yeti worked to stand out by selling more than just functionality...they sold adventure.\",/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"\u200BHow they did it: By positioning their products as the center of everything their customers wanted to become and experience. Every marketing message they produced put their products directly in the center of an adventure, making it easy for them to steal attention from their competitors who weren't achieving the same emotional connection.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Next, they reduced Cognitive Dissonance to lower buyer friction:\"}),\" Yeti needed to reduce their customer's need to be persuaded into purchasing, so they aligned their brand with the personality traits their customers desired most. This made it easy for customers to see themselves owning a Yeti before they even owned it.\u200B\",/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"\u200BHow they did it\",/*#__PURE__*/e(\"strong\",{children:\": \"}),\"In the first few years on the market, Yeti spent a great deal of time marketing their core traits (like durability and ruggedness). This made customers feel like buying a Yeti was the same thing as buying a trip to the lake (or cabin, or backwoods). Competitors who were still marketing the backyard BBQ angle couldn't compete.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"They used their customer's Social Identity to tap into longing: \"}),\"Finally, Yeti leveraged something that was massively influential: social identity. Positioning their products as symbols of adventure would only go so far in a market that had hundreds of different avatars, but helping their customers feel as if they belonged to the social group they craved put their brand at the forefront of their customer's mind every time they shopped.\",/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"em\",{children:\"How they did it:\"}),\" Yeti knew their customers were already a part of a proud group of adventures, so they baked that identity into every marketing message they sent. Consistent messaging around the people who were already a Yeti fan helped them steal a massive amount of attention...and win them the customers they needed to grow.\"]})})]}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Steal Attention Like Yeti\"})}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Discover which identity your customers already own. \"}),\"Dive into the depths of your customers' self-perception and uncover the traits and values they already embody, or want to embody. You can do this by discovering which hobbies they're currently involved in, where they go and what they do on the weekends, and which friends they usually do these things with. Dig deeper until you've got a holistic view of who your customers truly are (or want to be).\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Put your product in the center of that identity. \"}),\"Position your product as the natural center of your customers' identity, making it an essential element that enhances and complements who they already are. In other words, put your product in the center of the frame, then build an experience around it. Show your product at the center of multiple experiences if possible -- the more places your product can go, the more people you'll reach.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Leverage your customer's social needs. \"}),\"Tap into the innate human desire for connection and belonging, then position your product as a means of fulfilling those social needs. This is especially powerful if you can get an influencer on board, but if not, just create an idealistic character for your customer to latch onto and roll with that.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"And when you get stuck, go back and study what Yeti did. They're a solid example of what you can achieve when you market to the mind.\"})]});export const richText10=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"If you're reading this post, I'm going to assume 3 things about you:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"You might not be a giant psychology nerd like me, \uD83D\uDE02 but I bet you dabble in marketing, advertising, or sales.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"If you dabble in marketing, advertising, or sales, you probably run discounts.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"And if you run discounts I'm assuming they usually end in a 7 or a 9 because that's what works...right?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"If I'm on the right track here, good news - you're gonna love today's newsletter! Because today I'm going to show you what science has to say about discounting correctly and how to use psychology within your discounts so you can sell more with science.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Properly Build a $.99 Discount\"})}),/*#__PURE__*/e(\"p\",{children:\"Almost every brand I've ever worked with runs their discounts with a $.99 ending (or sometimes $.97)...but is that really the best way to do it? Should you use a $.99 discount? Or is there a better, more effective way to communicate the value you're offering?\"}),/*#__PURE__*/t(\"p\",{children:[\"\u200B\",/*#__PURE__*/e(r,{href:\"https://www.psychologytoday.com/us/blog/fulfillment-at-any-age/201109/7-reasons-we-like-7-reasons\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"There's a ton of research behind the neuroscience of 7 and 9\"})}),\" (I can do a newsletter on this if you guys are interested), but according to the science, there's one simple hack that can boost the performance of any discount ending in $.99:\"]}),/*#__PURE__*/t(\"p\",{children:[\"\u200B\",/*#__PURE__*/e(r,{href:\"https://tips.ariyh.com/p/when-99-pricing-works-best\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"$.99 discounts are actually more effective when displayed next to the original price.\"})}),\"\u200B\"]}),/*#__PURE__*/e(\"p\",{children:\"This works because people need context to decide what's worth spending energy on..and it's crazy easy to implement (especially in your ads).\"}),/*#__PURE__*/e(\"p\",{children:\"Whenever you run a discount with a $.99 ending, just slap the original price next to the discount and you're good to go.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Keep Your Discount Endings Consistent\"})}),/*#__PURE__*/e(\"p\",{children:\"Humans are weird, and numbers affect us in strange ways...which is why this next discount hack has me like \uD83E\uDD2F.\"}),/*#__PURE__*/e(\"p\",{children:\"I see a lot of brands dropping their prices by 20-, 30-, or 40%, but very few brands seem to spend much time on the psychological effect of the resulting number.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"For example: discounting an $82.94 product by 40% = $49.76\"})}),/*#__PURE__*/e(\"p\",{children:\"Not a bad deal, but unfortunately there's some heavy cognitive load going on here.\"}),/*#__PURE__*/e(\"p\",{children:\"It's incredibly difficult for the brain to do the mental math between these two numbers which makes this discount much less likely to be easily accepted during the checkout process.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"If the mental math is too hard for customers to calculate, it creates a high amount of a cognitive load during checkout. High cognitive load = one stressed out customer.\"})}),/*#__PURE__*/e(\"p\",{children:\"And a stressed customer is a lost customer.\"}),/*#__PURE__*/e(\"p\",{children:\"To fix this and make this price drop even more effective:\"}),/*#__PURE__*/t(\"p\",{children:[\"\u200B\",/*#__PURE__*/e(r,{href:\"https://tips.ariyh.com/p/consistent-discount-price\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Keep your endings consistent with the ending of the original price.\"})}),\" \",/*#__PURE__*/e(r,{href:\"https://tips.ariyh.com/p/consistent-discount-price\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"This will boost efficiency of your discounts and get people to buy more\"})}),\".\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Instead of displaying: \"}),\"$82.94 - NOW $49.76!\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Try displaying: \"}),\"$82.94 - NOW $49.94!\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Customers can do this mental math easily which makes the resulting discount much easier to process, and much easier to accept.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"When to NOT Use $.99 in Your Discount\"})}),/*#__PURE__*/e(\"p\",{children:\"Oddly enough, it's not just the number that affects the performance of your discount. The type of product you're discounting comes heavily into play here as well.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Knowing when to use whole numbers (like $20) instead of complex numbers (like $19.99) when discounting is key.\"})}),/*#__PURE__*/e(\"p\",{children:\"Marketing gurus will teach you that a $42.99 discount will probably sell better than a $43 one...but this is not always the case (depending on your product).\"}),/*#__PURE__*/e(\"p\",{children:\"Luckily there's a simple way to remember when to use whole numbers and when to use complex ones:\"}),/*#__PURE__*/t(\"p\",{children:[\"\u200B\",/*#__PURE__*/e(r,{href:\"https://tips.ariyh.com/p/rounded-vs-unrounded-prices\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/t(\"a\",{children:['According to science, whole number discounts - like $20 - work best for \"hedonic\" products (products built for pleasure like candles, blankets, or chocolates).',/*#__PURE__*/e(\"br\",{}),\"\u200B\",/*#__PURE__*/e(\"br\",{}),\"Non-rounded discounts - like $19.99 - work better for utilitarian products (like shampoo, supplements, or headphones.\"]})}),\")\"]}),/*#__PURE__*/e(\"p\",{children:'This works because \"hedonic\" (pleasure-focused) products tend to be purchased as a treat/reward, so simple pricing isn\\'t a deterrent and usually works best. Utilitarian products tend to be purchased often and in bulk however, which makes complex pricing expected.'}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"When to Use % Off Versus $ Off\"})}),/*#__PURE__*/e(\"p\",{children:\"Wanna boost your sales by up to 42.3%? Easy.\"}),/*#__PURE__*/e(\"p\",{children:\"Just use this next discount hack...\"}),/*#__PURE__*/e(\"p\",{children:\"When it comes to discounts, maximizing profit while giving customers the deal they want is the entire game. It's a delicate balance to try and create, but if you really want to build your offers for maximum profit + maximum customer satisfaction, here's what you should do:\"}),/*#__PURE__*/t(\"p\",{children:[\"\u200B\",/*#__PURE__*/e(r,{href:\"https://tips.ariyh.com/p/coupons-when-to-give-10-off-vs-10\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Use a % off discount when it can be applied to every product in your store. Use a $ off discount when dropping the price of specific products.\"})}),\"\u200B\"]}),/*#__PURE__*/e(\"p\",{children:\"For example:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"If you're discounting site-wide, use a % discount: Get 40% Off Site-wide!\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"If you're discounting individual products, use a $ discount: Get $40 Off!\"})})]}),/*#__PURE__*/e(\"p\",{children:\"The science is clear here - the easier the information is to process, the faster/easier the discount will work. It's a win for both us and our customers.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:'Stop Saying \"Get 20% Off\"... Do This Instead'})}),/*#__PURE__*/e(\"p\",{children:\"I got a ton of comments when I posted this hack on Twitter last week (both positive and negative \uD83D\uDE05) but alas, the science still stands...\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,g2hj8wA76BrXZpTasqsAlVSr8M.jpg?preferredSize=full\",\"data-framer-height\":\"335\",\"data-framer-width\":\"589\",height:\"167\",src:\"https://framerusercontent.com/images/g2hj8wA76BrXZpTasqsAlVSr8M.jpg\",style:{aspectRatio:\"589 / 335\"},width:\"294\"}),/*#__PURE__*/e(\"p\",{children:\"If you want your discounts to work and work well, you MUST frame them correctly. According to the research:\"}),/*#__PURE__*/t(\"p\",{children:[\"\u200B\",/*#__PURE__*/e(r,{href:\"https://tips.ariyh.com/p/use-was-25-higher-instead-of-now\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:'Discounts appear larger when framing them from the discount up (i.e.: \"Was 20% higher!\") than from the original price down (i.e.:\"Get 20$ off!)'})}),\"\u200B\"]}),/*#__PURE__*/e(\"p\",{children:\"There's quite a lot of good discussion around this one if you want to read the tweet comments.\"}),/*#__PURE__*/e(\"p\",{children:\"And if one of you wants to test this and report back to the group, let me know!\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"TLDR; While there will always be some nuance to discounting, there are science-backed ways to properly structure your discounts so customers will not only understand them better, but accept them more readily and be more satisfied after purchase.\"})})]});export const richText11=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:'Fun fact about Sarah: I have never had a celebrity crush. I\\'ve never obsessed over a band or had a \"dream home\" board on Pinterest.'}),/*#__PURE__*/t(\"p\",{children:[\"I don't get hyped very often...but I am completely\",/*#__PURE__*/e(\"em\",{children:\" enamored\"}),\" with the Liquid Death brand. \uD83D\uDE05\"]}),/*#__PURE__*/e(\"p\",{children:\"Liquid Death's approach to marketing is incredibly psychologically sound, and they've been absolutely hoarding the spotlight lately thanks to their unexpected humor and a touch of environmental heroism.\"}),/*#__PURE__*/e(\"p\",{children:\"They've managed to build a $1.4 billion dollar water empire in the span of about 7 years, and I can't get enough of it.\"}),/*#__PURE__*/e(\"p\",{children:\"And I'm not alone in my Liquid Death fangirl stance.\"}),/*#__PURE__*/e(\"p\",{children:\"My friend recently brought me a can of Liquid Death water, proudly showing it off as if it were a trophy. When I asked what made it so special, he said...\"}),/*#__PURE__*/e(\"p\",{children:'\"It\u2019s just water, but cooler.\" \uD83E\uDD18'}),/*#__PURE__*/e(\"p\",{children:\"Clearly, Liquid Death has figured out how to bottle that cool factor and sell an emotion that many customers crave: rebellion.\"}),/*#__PURE__*/e(\"p\",{children:\"As much as I love this brand, they weren't the first to use rebellion in their marketing. They're dominating the market now, but another brand paved the way for them.\"}),/*#__PURE__*/e(\"p\",{children:\"This brand also sells rebellion but hasn\u2019t yet reached the $1.4 billion success that Liquid Death has achieved.\"}),/*#__PURE__*/e(\"p\",{children:\"They both sell the same concept\u2014rebellion\u2014but how they\u2019re selling it has drastically changed how each brand has grown...\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"\uD83C\uDFC6 Heavy-Weight Champions\"})}),/*#__PURE__*/e(\"p\",{children:\"To understand how Liquid Death is winning the rebellion game, let's first look at how both brands define and execute their rebellious strategies.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"In this corner, we have: \"}),/*#__PURE__*/e(r,{href:\"https://preview.convertkit-mail2.com/click/dpheh0hzhm/aHR0cHM6Ly93d3cuZGVhdGh3aXNoY29mZmVlLmNvbS8=\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Death Wish Coffee\"})})}),/*#__PURE__*/e(\"strong\",{children:\".\"})]}),/*#__PURE__*/e(\"p\",{children:\"If you've never heard of Death Wish Coffee, imagine the strongest, boldest coffee you've ever tasted, then add some napalm to it. \uD83D\uDE05 Death Wish Coffee is all about extreme caffeine content wrapped in an audacious \\\"death-level\\\" theme. This simple market position quickly set them apart from the ordinary cup-o'-joe, making them a fast growing brand.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"And in this corner, we have:\"}),/*#__PURE__*/e(r,{href:\"https://preview.convertkit-mail2.com/click/dpheh0hzhm/aHR0cHM6Ly9saXF1aWRkZWF0aC5jb20v\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\" Liquid Death.\"})})}),\"\u200B\"]}),/*#__PURE__*/e(\"p\",{children:\"On the flip side, Liquid Death transforms plain water into something hardcore. With punk rock aesthetics and irreverent humor, they aim to make water exciting (finally) while also taking a stand against plastic pollution.\"}),/*#__PURE__*/t(\"p\",{children:[\"Both brands sell \",/*#__PURE__*/e(\"em\",{children:\"rebellion\"}),\", but each brand has wrapped it in a very different package...which is why I believe Liquid Death will forever become the reigning rebellion king.\"]}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Why Liquid Death is Winning the Rebellion Angle\"})}),/*#__PURE__*/e(\"p\",{children:\"Let's break down how Liquid Death and Death Wish Coffee frame rebellion differently and why Liquid Death's approach is resonating more.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"It's important to note: both of these brands are in very different spaces, selling very different products. There are many variables that come into play when it comes to brand growth, but we're going to focus on the psychological aspects for now!\"})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Liquid Death: The Carefree Misfit\"})}),/*#__PURE__*/e(\"p\",{children:\"Liquid Death's presentation of rebellion is all about being carefree and embracing the misfit lifestyle. They project a \\\"we don't care what people think about us\\\" attitude, which appeals to a broader audience by inviting everyone to join the rebellion.\"}),/*#__PURE__*/e(\"p\",{children:\"Their position in the market goes something like this:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Rebellion Type:\"}),\" Carefree\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Psychological Value:\"}),\" Inclusivity, authenticity, and a laid-back attitude.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Personality:\"}),\" The admired misfit who is unapologetically themselves.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Liquid Death is also leveraging some powerful heuristics within their marketing to target a very specific group of people, most notably:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Social Proof: \"}),\"People tend to follow others they perceive as authentic and true to themselves. Liquid Death\u2019s carefree and misfit framing appeals to this heuristic by showcasing a lifestyle that rejects societal norms and embraces individuality. This authenticity attracts like-minded individuals who value genuine self-expression over conformity.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The Bandwagon Effect: \"}),\"Individuals often align themselves with groups or brands that embody values they aspire to or admire. Liquid Death\u2019s rebellious image, characterized by punk rock aesthetics and irreverent humor, creates a bandwagon effect among consumers who seek a brand that mirrors their nonconformist ideals. By joining the \u201CLiquid Death movement,\u201D individuals feel part of a community that celebrates uniqueness and independence.\"]})})]}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Liquid Death: The Elite Connoisseur\"})}),/*#__PURE__*/e(\"p\",{children:'On the other hand, Death Wish Coffee frames rebellion as something exclusive and elite. Their message is \"only the strong can partake in what we have,\" targeting those who see themselves as daring and able to handle extreme challenges.'}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Rebellion type:\"}),\" Exclusive and Elite\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Psychological Value:\"}),\" Strength, daring, and exclusivity.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Personality:\"}),\" The elite connoisseur who thrives on extreme challenges.\"]})})]}),/*#__PURE__*/e(\"p\",{children:'Death Wish Coffee leans more towards the \"elite\" heuristics, like:'}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Scarcity Heuristic:\"}),\" People tend to place higher value on items or experiences that are scarce or exclusive. Death Wish Coffee\u2019s framing of rebellion as exclusive and elite taps into this heuristic by positioning their products as a rare and coveted choice for those who crave intense experiences. The limited availability and high caffeine content create a perception of scarcity, appealing to consumers who seek unique and challenging coffee experiences.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Authority Bias:\"}),\" Consumers often trust and follow brands or products endorsed by authoritative figures or experts in their field. Death Wish Coffee leverages this heuristic by aligning their brand with a sense of authority in the coffee industry. By presenting their products as the choice for the strong and daring, they attract consumers who value expertise and reliability in their coffee choices.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Both tactics are correct. (There's no wrong answer when it comes to marketing, just different paths.)But here's why I think Liquid Death's take on selling rebellion is a bit stronger than Death Wish's...\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Sell an Emotion Like Liquid Death\"})}),/*#__PURE__*/e(\"p\",{children:\"When it comes to selling an emotion, it's not just about shaking up expectations; it\u2019s about doing so in a way that resonates deeply with your customers on multiple levels...and doing it at scale.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"While Liquid Death and Death Wish Coffee both sell the same emotion, their divergent paths illustrate the impact of framing on consumers.\"})}),/*#__PURE__*/e(\"p\",{children:\"Liquid Death thrives on broad appeal and environmental activism, while Death Wish Coffee excels in catering to a niche audience seeking strength and exclusivity.\"}),/*#__PURE__*/e(\"p\",{children:\"Liquid Death's take on rebellion is naturally inclusive. It has a higher chance of resonating with a much larger TAM, which is why they've grown as fast as they have for as long as they have.\"}),/*#__PURE__*/e(\"p\",{children:\"Again, this is just one of many variables that come into play when it comes to brand growth, but overall, when it comes to selling an emotion, one size does not have to fit all. Packaging your message wisely is the key.\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"How to Do This for Your Brand\"})}),/*#__PURE__*/e(\"p\",{children:\"If you know you sell the same emotion as another brand in your industry, here's how to take a page out of Liquid Death's playbook so you can sell the same emotion...but better:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Invite your customers to join the cause. \"}),\"By infusing their brand with humor and indifference, Liquid Death not only captures attention but also creates a memorable experience that invites consumers to join in on the fun (and humans love fun.) The more participation opportunities you provide, the more people will want to support your brand.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Be obtainable - to as many people as possible. \"}),'Where Liquid Death fosters inclusivity through its irreverent humor and punk rock aesthetics, Death Wish Coffee cultivates a sense of elitism - they\\'re purposefully weeding people out with their marketing by saying, \"only the strong can join us,\"...which will inevitably change their growth pattern. To open your market, you must become obtainable to as many customers as possible.']})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"TLDR; Both Liquid Death and Death Wish Coffee demonstrate that there is no one-size-fits-all approach to successful marketing; rather, understanding and aligning with your target audience's values and aspirations (by selling one core emotion packaged towards their deepest desire) is key to sustained growth and engagement.\"})})]});export const richText12=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"It's been a while...\uD83E\uDEE3\"}),/*#__PURE__*/e(\"p\",{children:\"I've been MIA for the past two weeks (this month has been chaos!), but I'm back this week, excited to share with you something a bit different than usual...\"}),/*#__PURE__*/e(\"p\",{children:\"In case you hadn't noticed, I'm a consumer psychology fanatic. \uD83D\uDE05\"}),/*#__PURE__*/e(\"p\",{children:\"Immersing myself waist deep in peer-reviewed studies is just another Tuesday for me, but I will never get over the thrill of watching psychology-based advertising work in real time.\"}),/*#__PURE__*/e(\"p\",{children:\"The following is a real-world case study that showcases how a profound understanding of consumer psychology can lead to a significant boost in revenue during the most important advertising periods of the year for this brand.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s how we achieved it...\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:'The Challenge: Finding the \"Why\"'})}),/*#__PURE__*/t(\"p\",{children:[\"Last year, I worked with \",/*#__PURE__*/e(r,{href:\"https://preview.convertkit-mail2.com/click/dpheh0hzhm/aHR0cHM6Ly93d3cub3JpZ2luYWxncmFpbi5jb20v\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Original Grain\"})}),\", a luxury watch brand that sells rugged watches made from whiskey-barrel reclaimed wood.\"]}),/*#__PURE__*/e(\"p\",{children:\"They already had a great foundation:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Unique product with exceptional quality all around.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Excellent brand perception (both in product presentation and online presence).\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Interesting USP in a market that is rapidly growing.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"What they didn't have was a good handle on why their customers were buying from them, and what they needed to say to get them to buy more.\"}),/*#__PURE__*/e(\"p\",{children:\"I've been working with DTC brands from all around the world for the past 4 years, solving all kinds of psychology-based behavioral questions.\"}),/*#__PURE__*/e(\"p\",{children:'Of all the acquisition questions I get to solve, \"why do people buy?\" is probably my favorite.'}),/*#__PURE__*/e(\"p\",{children:'Regardless of what industry you\\'re in, understanding the \"why\" behind the buy is the key to growth.'}),/*#__PURE__*/e(\"p\",{children:'\"Why\" goes beyond the tactical, strategic, analytical ecosystem marketing is built on.'}),/*#__PURE__*/e(\"p\",{children:\"It's a question that requires us to look deeper into how humans make decisions, who they make those decisions with, and how they go about solving the problems that plague them most in life.\"}),/*#__PURE__*/e(\"p\",{children:\"Ultimately, everything comes down to why.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Winning Message\"})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"\uD83D\uDD2C STEP ONE: Research\"})}),/*#__PURE__*/e(\"p\",{children:\"To figure out why the Original Grain customer was purchasing, I had to do some serious digging into what their customers were experiencing outside of the brand.\"}),/*#__PURE__*/e(\"p\",{children:\"I started by conducting some targeted research using:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Google Trends\"}),\" - so I can see where the industry is headed.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Google Keyword Planner\"}),\" - to see how many high intent purchasers we have.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Answer the Public \"}),\"- so I can figure out how educated my customer is.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Pinterest Trends\"}),\" - so I can spot visual trends to use in my ads.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"TikTok for Business\"}),\" - so I can spot video trends to use in my ads.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"(Note: I have a few other paid resources I use to help provide more context around what our customers need, but this is the main stack.)\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"\uD83D\uDCA1 STEP TWO: NLP Analysis\"})}),/*#__PURE__*/e(\"p\",{children:\"After digging into the above resources, I ran an NLP (natural language processing) report on their reviews.\"}),/*#__PURE__*/t(\"p\",{children:[\"Natural language processing is a machine learning technology that helps computers interpret human language. The process I use categorizes reviews into 9 emotional categories (\",/*#__PURE__*/e(r,{href:\"https://preview.convertkit-mail2.com/click/dpheh0hzhm/aHR0cHM6Ly93d3cuYW1hem9uLmNvbS9NYXJrZXRpbmctTWluZHN0YXRlcy1QcmFjdGljYWwtQXBwbHlpbmctQmVoYXZpb3IvZHAvQjA5OUZNTEhaNC9yZWY9c3JfMV8xP2RpYj1leUoySWpvaU1TSjkuUkg4THFVd2VraDdHaV9yNmY1Nks4bGgzQ3Jyc0c0Z3NNTGJBV3N4UUxGYnRfSWlaaWhlVndNdTREaU1zVTBiT21wemhtZGo2QlVsQXN0SkREVGxpZTNSU05lZnc2bjkzdHpILWN5ZUY3UzQudFBuZFBvbDAtSy05eXJxeTZpVnZCd3NKc2pnUHVTSEJVak1kejF2YkprWSZkaWJfdGFnPXNlJmtleXdvcmRzPW1hcmtldGluZyUyMHRvJTIwbWluZHN0YXRlcyZxaWQ9MTcxODk4NzY4MiZzcj04LTE=\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"read this book\"})}),\" if you want to learn more about the 9 categories) so I can accurately identify which emotions are most likely to promote purchases with future customers.\"]}),/*#__PURE__*/e(\"p\",{children:\"Running an NLP analysis on reviews helps me identify:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"The top 3 pre-purchase emotions referenced by current customers.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:['Any \"self adopted terms\" - phrases or keywords customers call themselves.',/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Storylines that surround who, what, when, where, and why our customers needed our product.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"I cannot overstate this enough: reviews are a gold mine of information.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Typically reviews are used as an angle generator (or testimonial resource), but in my experience, reviews reveal much more than that. They're an invaluable resource that holds the key to everything - from customer journey milestones to deep emotional insights.\"})}),/*#__PURE__*/e(\"p\",{children:\"And this NLP just happened to reveal something super interesting about our customer...\"}),/*#__PURE__*/e(\"p\",{children:'Original Grain had two customer subgroups (avatars, ICPs, target audiences, what-have-you) - one that was a \"gifting\" audience, and one that was a \"self-purchasing\" audience. The self purchasing audience made up a good portion of their customers, but the gifting audience had high AOV, high LTV, and a pretty strong emotional reason for buying:'}),/*#__PURE__*/e(\"p\",{children:\"\u274C Gifters didn't just want another random present.\"}),/*#__PURE__*/e(\"p\",{children:\"\u2705 Gifters wanted to show the most important person in their lives that they saw them. They wanted to show respect and acknowledgment to the person they were giving the gift to, and (most importantly)...they wanted to appreciate their individual value as a person.\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"\uD83E\uDDEA STEP THREE: Testing\"})}),/*#__PURE__*/e(\"p\",{children:\"Armed with this knowledge, I generated 10 new ads with messaging built from the 3 core emotional motivators discovered in the NLP and the targeted research we conducted earlier.\"}),/*#__PURE__*/e(\"p\",{children:'While this particular test wasn\\'t run inside my typical campaign structure, I usually like to separate groups of emotionally focused ads into their own campaigns (for instance, 1 campaign for 3 ads messaging towards \"Nurturance\", 1 campaign for 3 ads messaging towards \"Esteem\" etc.)'}),/*#__PURE__*/e(\"p\",{children:\"This helps us quickly identify which emotions we need to prioritize in the next round of iterations (where we'll layer on trending content, generational slang, viral hooks, etc.)\"}),/*#__PURE__*/e(\"p\",{children:\"The results from this initial test were - and still are - CRAZY good...\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"\uD83D\uDCB0 STEP FOUR: Results\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The initial test ran during the Father's Day season over the course of about 6 weeks. During that period, AOV rose by 35%. LTV by 33%, and overall revenue by 25%. \uD83E\uDD2F\"})}),/*#__PURE__*/e(\"p\",{children:'\"We doubled our Facebook spend at a better ROAS,\" says VP of Marketing Nate Lagos.'}),/*#__PURE__*/e(\"p\",{children:'\"Big takeaways:'}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"strong\",{children:[\"Our top & bottom line grew fast!\",/*#__PURE__*/e(\"br\",{})]})})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"CAC did increase, but AOV & LTV grew by 35% \"}),\"so it more than made up for the rise in CAC.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"We were able to discount drastically less than we used to, \"}),'again, because we communicated more value and our customers were happy paying a higher price, because of the way we positioned it.\"']})})]}),/*#__PURE__*/e(\"p\",{children:\"(I just love a good psychology-based happy ending. \uD83E\uDD79)\"}),/*#__PURE__*/e(\"p\",{children:\"What was the message we used to get all this done?\"}),/*#__PURE__*/e(\"p\",{children:\"We simply communicated what our Gifter audience wanted most...\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,NbewoC2T8ZcS9b8ODxHxmzN94Ak.jpg\",\"data-framer-height\":\"443\",\"data-framer-width\":\"443\",height:\"221\",src:\"https://framerusercontent.com/images/NbewoC2T8ZcS9b8ODxHxmzN94Ak.jpg\",style:{aspectRatio:\"443 / 443\"},width:\"221\"}),/*#__PURE__*/e(\"p\",{children:\"This headline was written about a year ago, in May of 2023.\"}),/*#__PURE__*/e(\"p\",{children:\"It's still crushing to this day.\"}),/*#__PURE__*/e(\"p\",{children:'Recently VP of Marketing Nate Lagos posted an update on this ad saying: \"This screenshot shows the data from phase 1 of testing for our father\u2019s day sale, where we tested 3 headlines & copy on our main FD Sale landing page.\"'}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,bReSqKaaH5xbsUhAXkrn4618vA.jpg\",\"data-framer-height\":\"1135\",\"data-framer-width\":\"1074\",height:\"567\",src:\"https://framerusercontent.com/images/bReSqKaaH5xbsUhAXkrn4618vA.jpg\",srcSet:\"https://framerusercontent.com/images/bReSqKaaH5xbsUhAXkrn4618vA.jpg?scale-down-to=1024 968w,https://framerusercontent.com/images/bReSqKaaH5xbsUhAXkrn4618vA.jpg 1074w\",style:{aspectRatio:\"1074 / 1135\"},width:\"537\"}),/*#__PURE__*/e(\"p\",{children:'\"The winning message \u201CShow Dad he\u2019s worth every second\u2026\u201D was written by the great Sarah Levinger a year ago, and despite my best efforts, we didn\u2019t find anything to beat it this year.\"'}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:'\"When your marketing is rooted in a deep psychological understanding of your customers, it turns out that it doesn\\'t need to change much year over year, and we don\u2019t have to worry about chasing new trends.\" - Nate Lagos'})}),/*#__PURE__*/e(\"p\",{children:\"Psychology for the win.\"})]});export const richText13=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Here's how to use psychology to not only capture attention, but also build lasting trust and loyalty.\"}),/*#__PURE__*/e(\"p\",{children:\"Pop quiz:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Which brand currently has 615 million users and 239 million subscribers in more than 180 markets and disrupted a $28.6B industry?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"(That's billion with a B...)\"})}),/*#__PURE__*/e(\"p\",{children:\"I'll give you a hint: before this solution existed, we were all downloading our music (illegally) on Lime Wire.\uD83D\uDE05\"}),/*#__PURE__*/e(\"p\",{children:\"Still stumped? Here's another hint...\"}),/*#__PURE__*/e(\"p\",{children:'In 2006, this brand began as a simple response to the massive music piracy issue that was bringing down the entire music industry. The brand spent years trying to get consumers to adopt their new \"music streaming service\" with poor results.'}),/*#__PURE__*/e(\"p\",{children:\"That is, until they started using psychology to win...\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Psychology Behind Spotify's Success\"})}),/*#__PURE__*/e(\"p\",{children:\"In the mid-2000s, the music industry faced a powerful competitor - one so strong that they were actively pursuing political legislation to stop them.\"}),/*#__PURE__*/e(\"p\",{children:\"But it wasn't a rogue force they were up against...they were fighting the consumers themselves. (Can you imagine fighting the people you're trying to win? \uD83D\uDE2C)\"}),/*#__PURE__*/e(\"p\",{children:\"When Swedish entrepreneur Daniel Ek met his business partner Martin Lorentzon in 2005, music piracy was at its peak. Consumers were illegally downloading thousands of hours of music using apps like Lime Wire and Napster. The entrepreneur friends knew the industry needed a legal and user-friendly alternative to music piracy, and they needed it fast. However...\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Convincing people to switch from a free (albeit illegal) solution to a paid streaming service was like asking people to stop eating donuts and start eating celery.\"})}),/*#__PURE__*/e(\"p\",{children:\"It goes solidly against natural human behavior.\"}),/*#__PURE__*/e(\"p\",{children:\"Initial attempts to gain traction were met with lukewarm responses. It wasn't until they started tapping into the power of psychology that things took a dramatic turn.\"}),/*#__PURE__*/e(\"p\",{children:\"Here's how Spotify disrupted an entire industry and became one of the most influential brands on the planet:\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Cocktail Party Effect\"})}),/*#__PURE__*/e(\"p\",{children:\"Have you ever been to an after-party filled with loud-talkers? It's a fun atmosphere full of silly drink spillers and loud conversation, but regardless of how much noise is in the room...if anyone happens to say your name, you're instantly transported to their conversation.\"}),/*#__PURE__*/e(\"p\",{children:\"The brain can't help but be interested in conversations about itself.\"}),/*#__PURE__*/e(\"p\",{children:\"That's how the Cocktail Party Effect works and Spotify uses it almost everywhere.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"How They Use It: Beyond the typical \\\"Hi [Insert Name Here]\\\" personalization approach, Spotify gives users a reason to believe they're the star of the show. Analyzing users' listening habits, favorite genres, and even the times they prefer to listen to music, they deliver data-driven personalization that makes users feel truly understood and appreciated.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Experiencing the Cocktail Party Effect in so many places helps Spotify's users feel as if they're important which builds a deeper sense of trust and loyalty.\"})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Gamification\"})}),/*#__PURE__*/e(\"p\",{children:\"People love games, and they love rewards (we're basically canine, at the end of the day.) \uD83D\uDC15\"}),/*#__PURE__*/e(\"p\",{children:\"Spotify cleverly incorporates game-like elements to keep users engaged by giving them opportunities to share the music they love.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"How They Use It: One standout example is the annual \\\"Spotify Wrapped\\\" feature. This feature provides a fun, colorful summary of the user's listening habits over the past year. Users eagerly anticipate this feature, sharing their results on social media and comparing them with friends just to see who's the biggest music buff.\"})}),/*#__PURE__*/e(\"p\",{children:\"This competitive element is a brilliant way to make users feel recognized and rewarded, turning music listening into an engaging, interactive experience.\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Narrative Bias\"})}),/*#__PURE__*/e(\"p\",{children:\"I don't think many marketers realize just how powerful a good story can be.\"}),/*#__PURE__*/t(\"p\",{children:[\"Here's a great example posted by the astute \",/*#__PURE__*/e(r,{href:\"https://x.com/rshotton/status/1790426080953659554\",nodeId:\"k8eb6OYNe\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Richard Shotton:\"})}),\"\u200B\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,W9Qxgo1DmApOdr9XOwONp4n9o.jpg\",\"data-framer-height\":\"555\",\"data-framer-width\":\"591\",height:\"277\",src:\"https://framerusercontent.com/images/W9Qxgo1DmApOdr9XOwONp4n9o.jpg\",srcSet:\"https://framerusercontent.com/images/W9Qxgo1DmApOdr9XOwONp4n9o.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/W9Qxgo1DmApOdr9XOwONp4n9o.jpg 591w\",style:{aspectRatio:\"591 / 555\"},width:\"295\"}),/*#__PURE__*/e(\"p\",{children:\"Depending on the context, people will literally change their behavior based on how information is presented to them. It's how we make sense of the world.\"}),/*#__PURE__*/e(\"p\",{children:\"Spotify gets this.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:'How They Use It: Instead of just showing you the raw, numerical representation of your yearly music consumption, \"Spotify Wrapped\" tells the story of your musical journey throughout the year. It highlights your most-streamed songs, favorite genres, and even the mood of the music you listened to in story-based format.'})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,PXVrMz3RcH8ZDUoeJg8FqYXvEY.jpg\",\"data-framer-height\":\"900\",\"data-framer-width\":\"1600\",height:\"450\",src:\"https://framerusercontent.com/images/PXVrMz3RcH8ZDUoeJg8FqYXvEY.jpg\",srcSet:\"https://framerusercontent.com/images/PXVrMz3RcH8ZDUoeJg8FqYXvEY.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/PXVrMz3RcH8ZDUoeJg8FqYXvEY.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/PXVrMz3RcH8ZDUoeJg8FqYXvEY.jpg 1600w\",style:{aspectRatio:\"1600 / 900\"},width:\"800\"}),/*#__PURE__*/e(\"p\",{children:\"Credit: NBC News\"}),/*#__PURE__*/e(\"p\",{children:\"This storytelling approach makes the data more engaging and memorable, enhancing the emotional connection users feel with the platform.\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Contextual Selling\"})}),/*#__PURE__*/e(\"p\",{children:\"Finally, let's talk about contextual selling.\"}),/*#__PURE__*/e(\"p\",{children:\"People appreciate content that is not only useful but also relevant to their current situation.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"How They Use It: Spotify excels in this area. By creating playlists tailored to different moods, activities, and times of the day, users get a playlist that fits the context of their current life experience. Working out, relaxing, commuting -Spotify has a playlist that fits perfectly with whatever their customers are doing.\"})}),/*#__PURE__*/e(\"p\",{children:\"This real-time alignment with users' experiences makes Spotify an integral part of their daily lives, increasing engagement and satisfaction.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Music Makes the World Go Round\"})}),/*#__PURE__*/e(\"p\",{children:\"So, what can we learn from Spotify?\"}),/*#__PURE__*/e(\"p\",{children:\"If you want to create meaningful and engaging experiences for your customers, tap into:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Cocktail Party Effect:\"}),\" we gotta go beyond just using first names at the beginning of every email. To truly create a personalized experience, take a look at the last 6 months to 1 year of your customer's interactions with you, and provide them with a snapshot of things they've enjoyed. This not only helps them stay consistent (taps into Commitment Bias here), it also helps build the perception that they are the only customer you're interested in.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gamification:\"}),\" it goes without saying; Gamification is hands down one of the best ways to get your customers hooked on your brand. Providing small, easy ways to compete for something gives the brain incentive to stick around. Easiest way to do this is to compare one customer's buying habits to their friend's buying habits so they can compete with each other (which increases AOV and LTV over time.)\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Narrative Bias:\"}),' adding story elements to \"boring\" pieces of your brand is not only smart - it\\'s science-based. Humans are hardwired to interpret information via story. The more facts and/or data you can explain with metaphor, euphemism, and allegory, the better your message will be received.',/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Contextual Selling: \"}),\"last but not least, if you can provide your customers with recommendations that fit their exact situation, you'll dominate the market with ease. Customers are more likely to interact with you and buy from you if your products are available during the exact moment they need them. (It never hurts to attach your products to daily habits either.)\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"You can use psychology to not only capture attention but also build lasting trust and loyalty. And that's how you turn a good idea into a $28.6B industry disruptor.\"})]});\nexport const __FramerMetadata__ = {\"exports\":{\"richText12\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText13\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText8\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText4\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText11\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText10\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText7\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText2\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText3\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText1\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText5\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText6\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText9\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"__FramerMetadata__\":{\"type\":\"variable\"}}}"],
  "mappings": "yHAA+G,IAAMA,EAAsBC,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,oPAAoP,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+FAA+F,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,6DAA6D,qBAAqB,MAAM,oBAAoB,OAAO,OAAO,MAAM,IAAI,sEAAsE,OAAO,oQAAoQ,MAAM,CAAC,YAAY,YAAY,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2GAA2G,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kOAAkO,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,2BAA2B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yHAAkH,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sKAAsK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qDAAqD,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iUAA0T,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uSAAuS,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yGAAyG,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qQAAqQ,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,+GAA4HE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAS,CAAcE,EAAE,IAAI,CAAC,SAAS,uHAAuH,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,8DAA8D,qBAAqB,OAAO,oBAAoB,OAAO,OAAO,MAAM,IAAI,uEAAuE,OAAO,uQAAuQ,MAAM,CAAC,YAAY,aAAa,EAAE,MAAM,MAAM,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4CAA4C,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,8DAA8D,qBAAqB,OAAO,oBAAoB,OAAO,OAAO,MAAM,IAAI,uEAAuE,OAAO,uQAAuQ,MAAM,CAAC,YAAY,aAAa,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,4OAA+OE,EAAEC,EAAE,CAAC,KAAK,uIAAuI,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,gCAAgC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iMAAkM,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4TAA4T,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sDAAsD,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,sCAAsC,CAAC,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,uFAAuF,CAAC,EAAE,gJAA6JA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,mGAAmG,CAAC,EAAE,4IAAyJA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,uDAAuD,CAAC,EAAE,iNAAiN,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeE,EAAuBJ,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,8EAA8E,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uRAAuR,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4FAA4F,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gCAAgC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+EAA+E,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4OAA4O,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yEAAyE,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,sGAAsG,CAAC,EAAE,wHAAqIA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,2HAA2H,CAAC,EAAE,yDAAyD,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,+CAA+C,CAAC,EAAE,oHAAoH,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4IAA4I,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mDAAmD,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,iFAAiF,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mIAAmI,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oLAAoL,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kFAAkF,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mKAAmK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sBAAsB,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,eAAe,CAAC,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,8DAA8D,qBAAqB,MAAM,oBAAoB,MAAM,OAAO,MAAM,IAAI,uEAAuE,OAAO,wKAAwK,MAAM,CAAC,YAAY,WAAW,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,2BAA2B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6JAA6J,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,sEAAmFE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,mEAAgFE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,kFAAkF,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,gIAAgI,CAAC,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,gBAAgB,CAAC,EAAE,gEAAgE,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,cAAc,CAAC,EAAE,iEAAiE,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,gBAAgB,CAAC,EAAE,oDAAoD,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,cAAc,CAAC,EAAE,gDAAiD,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,4BAA4B,CAAC,EAAE,oDAAoD,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,0BAA0B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sVAAwV,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,aAAa,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,6CAA6C,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qMAAuM,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yOAAyO,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4LAA4L,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,gIAAgI,CAAC,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,oBAAoB,CAAC,EAAE,sCAAsC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,mBAAmB,CAAC,EAAE,uCAAuC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,sBAAsB,CAAC,EAAE,gDAAgD,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,WAAW,CAAC,EAAE,4CAA4C,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,sCAAsC,CAAC,EAAE,kCAAkC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,0BAA0B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qRAAqR,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uRAAuR,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,kBAAkB,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,gBAAgB,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,aAAa,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+HAA+H,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,YAAY,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,sCAAsC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gPAAgP,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,kHAAkH,CAAC,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,8BAA8B,CAAC,EAAE,6CAA6C,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,qBAAqB,CAAC,EAAE,uCAAuC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,kBAAkB,CAAC,EAAE,8CAA8C,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,aAAa,CAAC,EAAE,+CAA+C,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,iBAAiB,CAAC,EAAE,4CAA4C,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcA,EAAE,SAAS,CAAC,SAAS,CAAC,2BAAwCE,EAAE,KAAK,CAAC,CAAC,EAAE,QAAG,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,6XAA6X,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,UAAU,CAAC,CAAC,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcA,EAAE,SAAS,CAAC,SAAS,CAAC,oCAAiDE,EAAE,KAAK,CAAC,CAAC,EAAE,QAAG,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,oMAAoM,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kWAAkW,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,oDAAoD,CAAC,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,wBAAwB,CAAC,EAAE,+CAA+C,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,yBAAyB,CAAC,EAAE,oCAAoC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,wBAAwB,CAAC,EAAE,qCAAqC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,kBAAkB,CAAC,EAAE,gDAAgD,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,qBAAqB,CAAC,EAAE,2CAA2C,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcA,EAAE,SAAS,CAAC,SAAS,CAAC,8BAA2CE,EAAE,KAAK,CAAC,CAAC,EAAE,QAAG,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,yTAAyT,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mGAAmG,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,2RAA2R,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeG,EAAuBL,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,0JAA2J,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yPAAoP,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wDAAwD,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8MAA8M,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,4DAA4D,qBAAqB,MAAM,oBAAoB,MAAM,OAAO,KAAK,IAAI,qEAAqE,OAAO,oKAAoK,MAAM,CAAC,YAAY,WAAW,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sEAAsE,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,yCAAsDE,EAAEC,EAAE,CAAC,KAAK,oEAAoE,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,8BAA8B,CAAC,CAAC,CAAC,EAAE,gJAAgJ,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAS,6BAA6B,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0CAA0C,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6TAA+T,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wKAAwK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,+CAAwC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gQAAgQ,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oIAAoI,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2IAA2I,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iPAAiP,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iKAA0J,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8DAA8D,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,cAAc,CAAC,EAAE,waAAsbA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,yBAAyB,CAAC,EAAE,kVAA+VA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,sBAAsB,CAAC,EAAE,iYAAmY,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oBAAoB,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oGAAsG,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAS,2CAA2C,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2EAA2E,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sMAAsM,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kTAAkT,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sTAAsT,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,+FAA4GE,EAAEC,EAAE,CAAC,KAAK,8CAA8C,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,kFAAkF,CAAC,CAAC,CAAC,EAAE,6OAA6O,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kGAA2F,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mMAAmM,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kIAAkI,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wKAAwK,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAS,mDAAmD,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,uBAAuB,CAAC,EAAE,mPAAgQA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,kCAAkC,CAAC,EAAE,2YAAwZA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,yCAAyC,CAAC,EAAE,6LAA6L,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,OAAO,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mPAAmP,CAAC,CAAC,CAAC,CAAC,EAAeI,EAAuBN,EAAIC,EAAS,CAAC,SAAS,CAAcD,EAAE,IAAI,CAAC,SAAS,CAAC,gBAA6BE,EAAEC,EAAE,CAAC,KAAK,6EAA6E,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,aAAa,CAAC,CAAC,CAAC,EAAE,+EAA+E,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,MAAM,CAAC,qBAAqB,OAAO,sBAAsB,kBAAkB,2BAA2B,MAAM,EAAE,SAAsBA,EAAE,IAAI,CAAC,SAAS,sCAAiC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,MAAM,CAAC,qBAAqB,OAAO,sBAAsB,kBAAkB,2BAA2B,MAAM,EAAE,SAAsBA,EAAE,IAAI,CAAC,SAAS,sCAAiC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,MAAM,CAAC,qBAAqB,OAAO,sBAAsB,kBAAkB,2BAA2B,MAAM,EAAE,SAAsBA,EAAE,IAAI,CAAC,SAAS,gEAAgE,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wKAAmK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oRAAoR,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mHAAmH,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAS,gCAAgC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oTAAoT,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uGAAuG,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4EAA4E,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yBAAyB,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kJAAkJ,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,MAAM,CAAC,qBAAqB,OAAO,sBAAsB,kBAAkB,2BAA2B,MAAM,EAAE,SAAsBA,EAAE,IAAI,CAAC,SAAS,oEAAoE,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,MAAM,CAAC,qBAAqB,OAAO,sBAAsB,kBAAkB,2BAA2B,MAAM,EAAE,SAAsBA,EAAE,IAAI,CAAC,SAAS,2EAA2E,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,MAAM,CAAC,qBAAqB,OAAO,sBAAsB,kBAAkB,2BAA2B,MAAM,EAAE,SAAsBA,EAAE,IAAI,CAAC,SAAS,yFAAyF,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAS,mCAAmC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mGAAmG,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,6DAA6D,qBAAqB,MAAM,oBAAoB,OAAO,OAAO,MAAM,IAAI,sEAAsE,OAAO,oQAAoQ,MAAM,CAAC,YAAY,YAAY,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gJAAgJ,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2LAA2L,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4GAA4G,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+QAA+Q,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,6CAA0DE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,iDAA0C,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wFAAwF,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,KAAkBE,EAAEC,EAAE,CAAC,KAAK,mPAAmP,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,QAAQ,CAAC,CAAC,CAAC,EAAE,8CAA8C,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,8DAA8D,qBAAqB,OAAO,oBAAoB,OAAO,OAAO,MAAM,IAAI,uEAAuE,OAAO,uQAAuQ,MAAM,CAAC,YAAY,aAAa,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2QAA2Q,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAS,iDAAiD,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,uRAA0RE,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,0RAA0R,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gCAAgC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAS,iDAAiD,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,mCAAmC,CAAC,EAAE,oJAA4JA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,iBAAiB,CAAC,EAAE,gOAAyNA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,gDAAgD,CAAC,EAAE,0HAA0H,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mSAAmS,CAAC,CAAC,CAAC,CAAC,EAAeK,EAAuBP,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,gSAAkS,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,oHAAkIE,EAAEC,EAAE,CAAC,KAAK,qDAAqD,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,UAAU,CAAC,CAAC,CAAC,EAAE,gDAAgD,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wJAA0J,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0EAAmE,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,oGAAiHE,EAAEC,EAAE,CAAC,KAAK,wDAAwD,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,eAAe,CAAC,CAAC,CAAC,EAAE,sNAAiN,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6HAA6H,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,8DAA8D,qBAAqB,MAAM,oBAAoB,OAAO,OAAO,MAAM,IAAI,uEAAuE,OAAO,uQAAuQ,MAAM,CAAC,YAAY,YAAY,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,6DAA6D,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8TAA8T,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kOAAkO,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6LAA6L,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,6CAA0DE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,4CAAyDE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,8CAA8C,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sKAAsK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qIAAqI,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,2KAA2K,CAAC,EAAE,QAAG,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,4DAA4D,qBAAqB,MAAM,oBAAoB,OAAO,OAAO,MAAM,IAAI,qEAAqE,OAAO,iQAAiQ,MAAM,CAAC,YAAY,YAAY,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qCAAqC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,yCAAoC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uPAAuP,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,ycAA+b,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kHAA2G,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wCAAwC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,mEAAgFE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,iEAA8EE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,oEAAoE,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qMAAqM,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iNAAiN,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oJAAoJ,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gCAAgC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,+CAA+C,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oGAAoG,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,2FAA2F,CAAC,EAAE,4GAAyHA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,qFAAqF,CAAC,EAAE,6FAA0GA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,oBAAoB,CAAC,EAAE,0NAA0N,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeM,EAAuBR,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,sSAAsS,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2CAAsC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uOAAuO,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6HAA6H,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wJAAwJ,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,6DAA0EE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,4DAAyEE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,wDAAwD,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sFAAsF,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,4BAA4B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+TAA0T,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kMAAkM,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,sCAAmDE,EAAEC,EAAE,CAAC,KAAK,gDAAgD,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,sBAAsB,CAAC,CAAC,CAAC,EAAE,uNAAuN,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8HAAsF,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iFAA4D,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yFAAoE,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6GAA6G,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,uKAAoLE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,kIAA+IE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,6IAA6I,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uJAAuJ,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,4DAA4D,qBAAqB,OAAO,oBAAoB,OAAO,OAAO,MAAM,IAAI,qEAAqE,OAAO,iQAAiQ,MAAM,CAAC,YAAY,aAAa,EAAE,MAAM,KAAK,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,iBAA8BE,EAAE,KAAK,CAAC,SAAS,UAAU,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uKAAuK,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,gDAA6DE,EAAE,KAAK,CAAC,SAAS,YAAY,CAAC,EAAE,OAAO,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,oCAAiDE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,mEAAgFE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,qDAAkEE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,6CAA6C,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wDAAwD,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yZAAyZ,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,6DAA6D,qBAAqB,MAAM,oBAAoB,OAAO,OAAO,MAAM,IAAI,sEAAsE,OAAO,oQAAoQ,MAAM,CAAC,YAAY,YAAY,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,yFAAyF,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yNAAyN,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+SAA+S,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6TAA6T,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,oDAAoD,CAAC,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,kGAAkG,CAAC,EAAE,gVAA6VA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,mEAAmE,CAAC,EAAE,wGAAqHA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,wDAAwD,CAAC,EAAE,2SAAwTA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,gFAAgF,CAAC,EAAE,+KAA4LA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,gGAAgG,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeO,EAAuBT,EAAIC,EAAS,CAAC,SAAS,CAAcD,EAAE,IAAI,CAAC,SAAS,CAAC,uEAAoFE,EAAEC,EAAE,CAAC,KAAK,8BAA8B,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,QAAQ,CAAC,CAAC,CAAC,EAAE,0GAA0G,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wPAAwP,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,SAAS,qCAAqC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,SAAS,oDAAoD,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,SAAS,+EAA+E,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,SAAS,oDAAoD,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,SAAS,wDAAwD,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,oBAAoB,CAAC,CAAC,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,kGAA+GE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,6DAA6D,qBAAqB,OAAO,oBAAoB,OAAO,OAAO,MAAM,IAAI,sEAAsE,OAAO,oQAAoQ,MAAM,CAAC,YAAY,aAAa,EAAE,MAAM,KAAK,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAsBA,EAAE,KAAK,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAEC,EAAE,CAAC,KAAK,6DAA6D,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,+BAA+B,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yIAAyI,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,oDAAiEE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,+DAA4EE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,gDAAgD,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yLAAyL,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wJAAwJ,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8FAA8F,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,0CAA0C,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uWAAuW,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mEAAmE,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,6DAA6D,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8KAA8K,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,6CAA6C,UAAU,eAAe,oBAAoB,8DAA8D,qBAAqB,OAAO,oBAAoB,OAAO,OAAO,MAAM,IAAI,uEAAuE,OAAO,0KAA0K,MAAM,CAAC,YAAY,aAAa,EAAE,MAAM,KAAK,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,CAAC,EAAE,gIAAgI,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,qPAAqP,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oKAAoK,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,qDAAqD,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kMAAkM,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,2RAAySE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,8DAA8D,qBAAqB,OAAO,oBAAoB,MAAM,OAAO,MAAM,IAAI,uEAAuE,OAAO,4EAA4E,MAAM,CAAC,YAAY,YAAY,EAAE,MAAM,KAAK,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,CAAC,EAAE,4DAAqD,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uJAAuJ,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,wHAAqIE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,8GAA8G,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iFAA0E,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,kFAAkF,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0TAA0R,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2BAA2B,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gIAAgI,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,8GAAoHE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,6DAA6D,qBAAqB,OAAO,oBAAoB,MAAM,OAAO,MAAM,IAAI,sEAAsE,OAAO,2EAA2E,MAAM,CAAC,YAAY,YAAY,EAAE,MAAM,KAAK,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,CAAC,EAAE,sPAAmQA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,8DAA8D,qBAAqB,MAAM,oBAAoB,OAAO,OAAO,MAAM,IAAI,uEAAuE,OAAO,uQAAuQ,MAAM,CAAC,YAAY,YAAY,EAAE,MAAM,KAAK,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,CAAC,EAAE,4LAA4L,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,6CAA6C,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uFAAuF,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,4DAA4D,CAAC,EAAE,8RAA2SA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,gDAAgD,CAAC,EAAE,wHAAqIA,EAAE,SAAS,CAAC,SAAS,GAAG,CAAC,EAAE,oQAAiRA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,qEAAqE,CAAC,EAAE,gKAAgK,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeQ,EAAuBV,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,8IAA8I,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kQAAkQ,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gOAAgO,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kTAAkT,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mFAAmF,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sBAAsB,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,gCAAgC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wIAAwI,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iNAAuM,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,UAAU,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iJAAiJ,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+IAA+I,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4FAAqF,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sPAAsP,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wBAAwB,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8LAA8L,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4GAA4G,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,2IAA2I,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kGAAkG,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yIAAoI,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,oRAAuRE,EAAEC,EAAE,CAAC,KAAK,+EAA+E,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,cAAc,CAAC,CAAC,CAAC,EAAE,QAAG,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2IAA2I,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wCAAwC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,6BAA6B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0JAA0J,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4DAA4D,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kPAAkP,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,uBAAoCE,EAAE,KAAK,CAAC,SAAS,QAAQ,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,kDAAkD,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qJAAqJ,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0MAA2M,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0CAA0C,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wHAAwH,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,gEAA6EE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,mEAAmE,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yHAAyH,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,4DAA4D,qBAAqB,OAAO,oBAAoB,OAAO,OAAO,MAAM,IAAI,qEAAqE,OAAO,iQAAiQ,MAAM,CAAC,YAAY,aAAa,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0HAA0H,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,QAAQ,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,0BAA0B,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,WAAW,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mBAAmB,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wPAAwP,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,WAAW,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,8BAA8B,CAAC,EAAE,wMAAqNA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,qFAAqF,CAAC,EAAE,2ZAA2Z,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeS,EAAuBX,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,4EAAqE,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wLAAkL,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,sHAAmIE,EAAEC,EAAE,CAAC,KAAK,qmCAAqmC,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,cAAc,CAAC,CAAC,CAAC,EAAE,GAAG,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8EAAgF,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qDAAqD,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,6DAA0EE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,oHAAoH,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4IAA4I,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,yBAAyB,CAAC,CAAC,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,gBAA6BE,EAAEC,EAAE,CAAC,KAAK,yGAAyG,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,wBAAwB,CAAC,CAAC,CAAC,EAAE,qCAAqC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,SAAS,gFAAgF,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,SAAS,gPAAgP,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,SAAS,qKAAsK,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+MAA+M,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,2OAA2O,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kKAA2J,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2GAA2G,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qDAAqD,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,2BAA2B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2QAA2Q,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6LAA6L,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,2BAAwCE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,8BAA2CE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,+BAA+B,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uIAAuI,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,gBAA6BE,EAAEC,EAAE,CAAC,KAAK,yOAAyO,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,kBAAkB,CAAC,CAAC,CAAC,EAAE,+LAAqL,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,0YAAsX,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iGAAiG,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wEAAwE,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4TAA8T,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,4EAA4E,CAAC,EAAE,mLAAgMA,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,uRAA0RA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,wEAAwE,CAAC,EAAE,qIAAkJA,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,qVAAwVA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,kFAAkF,CAAC,EAAE,qJAAkKA,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,uMAA0MA,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,0HAA0H,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,2MAA2M,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kMAAkM,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,8CAA8C,CAAC,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,4CAA4C,CAAC,EAAE,4IAAyJA,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,uTAAqUA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,2BAA2B,CAAC,EAAE,gKAA6KA,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,gEAA6EA,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,2MAAwNA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,gDAAgD,CAAC,EAAE,qHAAkIA,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,oUAAoU,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeU,EAAuBZ,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,6SAA6S,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6RAA6R,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sDAAsD,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,0EAAuFE,EAAEC,EAAE,CAAC,KAAK,yNAAyN,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,+EAA+E,CAAC,CAAC,CAAC,EAAE,mEAAmE,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,qBAAqB,CAAC,CAAC,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,iFAA8FE,EAAEC,EAAE,CAAC,KAAK,qFAAqF,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,OAAO,CAAC,CAAC,CAAC,EAAE,+IAA+I,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2BAA2B,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2FAA2F,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kIAAkI,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oJAAoJ,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,uIAAuI,CAAC,EAAE,iLAA0K,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kIAAkI,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mLAAmL,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,yCAAyC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6JAA6J,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uBAAuB,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,0DAA0D,CAAC,EAAE,4LAAyMA,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,4VAAoWA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,kEAAkE,CAAC,EAAE,uQAA+QA,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,wBAAgCA,EAAE,SAAS,CAAC,SAAS,IAAI,CAAC,EAAE,0UAAuVA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,kEAAkE,CAAC,EAAE,yXAAsYA,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAS,kBAAkB,CAAC,EAAE,yTAAyT,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,kCAAkC,CAAC,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,sDAAsD,CAAC,EAAE,kZAA+ZA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,mDAAmD,CAAC,EAAE,yYAAsZA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,yCAAyC,CAAC,EAAE,+SAA+S,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uIAAuI,CAAC,CAAC,CAAC,CAAC,EAAeW,EAAwBb,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,sEAAsE,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,wHAA8HE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,iFAA8FE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,yGAAyG,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8PAA8P,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,uCAAuC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qQAAqQ,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,SAAiBE,EAAEC,EAAE,CAAC,KAAK,oGAAoG,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,8DAA8D,CAAC,CAAC,CAAC,EAAE,mLAAmL,CAAC,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,SAAiBE,EAAEC,EAAE,CAAC,KAAK,sDAAsD,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,uFAAuF,CAAC,CAAC,CAAC,EAAE,QAAG,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8IAA8I,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0HAA0H,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,uCAAuC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uHAAgH,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mKAAmK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,4DAA4D,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oFAAoF,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uLAAuL,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,2KAA2K,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6CAA6C,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2DAA2D,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,SAAiBE,EAAEC,EAAE,CAAC,KAAK,qDAAqD,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,qEAAqE,CAAC,CAAC,CAAC,EAAE,IAAiBA,EAAEC,EAAE,CAAC,KAAK,qDAAqD,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,yEAAyE,CAAC,CAAC,CAAC,EAAE,GAAG,CAAC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,yBAAyB,CAAC,EAAE,uBAAoCA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,kBAAkB,CAAC,EAAE,sBAAsB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gIAAgI,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,uCAAuC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oKAAoK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,gHAAgH,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+JAA+J,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kGAAkG,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,SAAiBE,EAAEC,EAAE,CAAC,KAAK,uDAAuD,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBH,EAAE,IAAI,CAAC,SAAS,CAAC,kKAA+KE,EAAE,KAAK,CAAC,CAAC,EAAE,SAAiBA,EAAE,KAAK,CAAC,CAAC,EAAE,uHAAuH,CAAC,CAAC,CAAC,CAAC,EAAE,GAAG,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yQAA0Q,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,gCAAgC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8CAA8C,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qCAAqC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mRAAmR,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,SAAiBE,EAAEC,EAAE,CAAC,KAAK,6DAA6D,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,gJAAgJ,CAAC,CAAC,CAAC,EAAE,QAAG,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,cAAc,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,4EAAyFE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,2EAA2E,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2JAA2J,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,8CAA8C,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mJAA4I,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,gFAAgF,qBAAqB,MAAM,oBAAoB,MAAM,OAAO,MAAM,IAAI,sEAAsE,MAAM,CAAC,YAAY,WAAW,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6GAA6G,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,SAAiBE,EAAEC,EAAE,CAAC,KAAK,4DAA4D,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,iJAAiJ,CAAC,CAAC,CAAC,EAAE,QAAG,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gGAAgG,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iFAAiF,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,uPAAuP,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeY,EAAwBd,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,qIAAsI,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,qDAAkEE,EAAE,KAAK,CAAC,SAAS,WAAW,CAAC,EAAE,yCAAkC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4MAA4M,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yHAAyH,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sDAAsD,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4JAA4J,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+CAAmC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gIAAgI,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wKAAwK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sHAAiH,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yIAA0H,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,kCAA2B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mJAAmJ,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,2BAA2B,CAAC,EAAeA,EAAEC,EAAE,CAAC,KAAK,qGAAqG,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,mBAAmB,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,SAAS,CAAC,SAAS,GAAG,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qWAAgW,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,8BAA8B,CAAC,EAAeA,EAAEC,EAAE,CAAC,KAAK,yFAAyF,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,EAAE,QAAG,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+NAA+N,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,oBAAiCE,EAAE,KAAK,CAAC,SAAS,WAAW,CAAC,EAAE,oJAAoJ,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,iDAAiD,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yIAAyI,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,KAAK,CAAC,SAAS,wPAAwP,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,mCAAmC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8PAAgQ,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wDAAwD,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,iBAAiB,CAAC,EAAE,WAAW,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,sBAAsB,CAAC,EAAE,uDAAuD,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,cAAc,CAAC,EAAE,yDAAyD,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0IAA0I,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,gBAAgB,CAAC,EAAE,oVAA4VA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,wBAAwB,CAAC,EAAE,kbAAma,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,qCAAqC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6OAA6O,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,iBAAiB,CAAC,EAAE,sBAAsB,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,sBAAsB,CAAC,EAAE,qCAAqC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,cAAc,CAAC,EAAE,2DAA2D,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oEAAoE,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,qBAAqB,CAAC,EAAE,4bAAocA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,iBAAiB,CAAC,EAAE,kYAAkY,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6MAA6M,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,0CAA0C,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2MAAsM,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,2IAA2I,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mKAAmK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iMAAiM,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6NAA6N,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,+BAA+B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kLAAkL,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,2CAA2C,CAAC,EAAE,+SAA4TA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,iDAAiD,CAAC,EAAE,+XAAgY,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,qUAAqU,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAea,EAAwBf,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,+BAAwB,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8JAA8J,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0EAAmE,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uLAAuL,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kOAAkO,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mCAA8B,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,kCAAkC,CAAC,CAAC,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,4BAAyCE,EAAEC,EAAE,CAAC,KAAK,iGAAiG,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,gBAAgB,CAAC,CAAC,CAAC,EAAE,2FAA2F,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sCAAsC,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,sDAAmEE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,iFAA8FE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,sDAAsD,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,4IAA4I,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+IAA+I,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gGAAgG,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qGAAsG,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wFAAwF,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+LAA+L,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2CAA2C,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,qBAAqB,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,8BAAuB,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kKAAkK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uDAAuD,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,eAAe,CAAC,EAAE,+CAA+C,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,wBAAwB,CAAC,EAAE,oDAAoD,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,oBAAoB,CAAC,EAAE,oDAAoD,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,kBAAkB,CAAC,EAAE,kDAAkD,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,qBAAqB,CAAC,EAAE,iDAAiD,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0IAA0I,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,kCAA2B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6GAA6G,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,kLAA+LE,EAAEC,EAAE,CAAC,KAAK,yfAAyf,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,gBAAgB,CAAC,CAAC,CAAC,EAAE,4JAA4J,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uDAAuD,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,mEAAgFE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAC,4EAAyFE,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAS,4FAA4F,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yEAAyE,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,sQAAsQ,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wFAAwF,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0VAA0V,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yDAAoD,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8QAAyQ,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,+BAAwB,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mLAAmL,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6RAA8R,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oLAAoL,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yEAAyE,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,8BAAuB,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,8KAAuK,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oFAAoF,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iBAAiB,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBA,EAAE,IAAI,CAAC,SAAsBF,EAAE,SAAS,CAAC,SAAS,CAAC,mCAAgDE,EAAE,KAAK,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,8CAA8C,CAAC,EAAE,+CAA4DA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,6DAA6D,CAAC,EAAE,qIAAqI,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+DAAwD,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oDAAoD,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,gEAAgE,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,8DAA8D,qBAAqB,MAAM,oBAAoB,MAAM,OAAO,MAAM,IAAI,uEAAuE,MAAM,CAAC,YAAY,WAAW,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6DAA6D,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kCAAkC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uOAAkO,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,6DAA6D,qBAAqB,OAAO,oBAAoB,OAAO,OAAO,MAAM,IAAI,sEAAsE,OAAO,wKAAwK,MAAM,CAAC,YAAY,aAAa,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mNAA0L,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,kOAA8N,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yBAAyB,CAAC,CAAC,CAAC,CAAC,EAAec,EAAwBhB,EAAIC,EAAS,CAAC,SAAS,CAAcC,EAAE,IAAI,CAAC,SAAS,uGAAuG,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,WAAW,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,mIAAmI,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,8BAA8B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,0HAAmH,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uCAAuC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kPAAkP,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,wDAAwD,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,yCAAyC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uJAAuJ,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uKAAgK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2WAA2W,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,qKAAqK,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iDAAiD,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yKAAyK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,8GAA8G,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,2BAA2B,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oRAAoR,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,uEAAuE,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mFAAmF,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,qWAAuW,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,+JAA+J,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,cAAc,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qGAA8F,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,mIAAmI,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,wUAA0U,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2JAA2J,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,gBAAgB,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,6EAA6E,CAAC,EAAeF,EAAE,IAAI,CAAC,SAAS,CAAC,+CAA4DE,EAAEC,EAAE,CAAC,KAAK,oDAAoD,OAAO,YAAY,aAAa,GAAG,aAAa,GAAG,SAAsBD,EAAE,IAAI,CAAC,SAAS,kBAAkB,CAAC,CAAC,CAAC,EAAE,QAAG,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,4DAA4D,qBAAqB,MAAM,oBAAoB,MAAM,OAAO,MAAM,IAAI,qEAAqE,OAAO,oKAAoK,MAAM,CAAC,YAAY,WAAW,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,2JAA2J,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,oBAAoB,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,gUAAgU,CAAC,CAAC,CAAC,EAAeA,EAAE,MAAM,CAAC,IAAI,GAAG,UAAU,eAAe,oBAAoB,6DAA6D,qBAAqB,MAAM,oBAAoB,OAAO,OAAO,MAAM,IAAI,sEAAsE,OAAO,oQAAoQ,MAAM,CAAC,YAAY,YAAY,EAAE,MAAM,KAAK,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,kBAAkB,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yIAAyI,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,oBAAoB,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+CAA+C,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,iGAAiG,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,uUAAuU,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,+IAA+I,CAAC,EAAeA,EAAE,KAAK,CAAC,SAAsBA,EAAE,SAAS,CAAC,SAAS,gCAAgC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,qCAAqC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,yFAAyF,CAAC,EAAeF,EAAE,KAAK,CAAC,SAAS,CAAcE,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,wBAAwB,CAAC,EAAE,8aAA2bA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,eAAe,CAAC,EAAE,qYAAkZA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,iBAAiB,CAAC,EAAE,wRAAsSA,EAAE,KAAK,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,UAAU,gBAAgB,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,KAAK,CAAC,kBAAkB,IAAI,SAAsBF,EAAE,IAAI,CAAC,SAAS,CAAcE,EAAE,SAAS,CAAC,SAAS,sBAAsB,CAAC,EAAE,0VAA0V,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,CAAC,EAAeA,EAAE,IAAI,CAAC,SAAS,sKAAsK,CAAC,CAAC,CAAC,CAAC,EACvqmJe,EAAqB,CAAC,QAAU,CAAC,WAAa,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,WAAa,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,UAAY,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,UAAY,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,WAAa,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,WAAa,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,UAAY,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,UAAY,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,UAAY,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,UAAY,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,SAAW,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,UAAY,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,UAAY,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,UAAY,CAAC,KAAO,WAAW,YAAc,CAAC,sBAAwB,GAAG,CAAC,EAAE,mBAAqB,CAAC,KAAO,UAAU,CAAC,CAAC",
  "names": ["richText", "u", "x", "p", "Link", "richText1", "richText2", "richText3", "richText4", "richText5", "richText6", "richText7", "richText8", "richText9", "richText10", "richText11", "richText12", "richText13", "__FramerMetadata__"]
}